web 2.0, social media, and creative consumers: special issue

Type | Editorial
Abstract | Scholars and practitioners alike require knowledge of this creative consumer beyond the intrinsic properties that have been the focus of past research. Likewise, we need to understand the consumers as social animals who interact, integrate, and network in identifiable, measurable communities that transcend the narrower boundaries of families, reference groups, and cultures. This Special Issue of the Journal of Consumer Behaviour attempts to address this research need. Our aim was to highlight research that examines the conditions for and consequences of the rise in and the behavior of the creative consumer.
Ref | Page, K. L. and Pitt, L. (2011). Editorial: Untangling the web: and the Creative Consumer: Special Issue. Journal of Consumer Behaviour, 10 (6), i-iii. http://dx.doi.org/10.1002/cb.390

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Keywords: consumer research, creative consumers, social media, social web
Categories: researching