The New Consumer Online

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The New Consumer Online

Drawing on Bourdieu and Campbell to support his thesis, Edward McQuarrie uncovers what is new online by:

- presenting a sociological perspective on what consumers do online and contrasting it to more familiar economic, psychological and ethnographic views
- reinterpreting Bourdieu s idea of cultural capital to understand the success of fashion bloggers
- showing how the meaning of taste and what it means to dress fashionably have changed with the Web
- explaining why online reviews cannot be considered word-of-mouth and therefore cannot be understood using that idea
- examining why Pinterest is so attractive to female consumers while relating Pinterest to Walter Benjamin's ideas about how mechanical reproduction changes the meaning of art.

This book will be valuable to students and scholars interested in consumer research, marketing, and sociology, specifically those who seek an alternative to purely psychological and economic explanations for what consumers do online.

Statement of Responsibility

Author(s)

Mcquarrie, Edward - Personal Name

Edition

Call Number

658.8342 Mcq n

ISBN/ISSN

9781784715991

Subject(s)

Consumer Behavior

Classification

658.8342

Series Title

GMD

Text

Language

English

Publisher

Edward Elger

Publishing Year

2015

Publishing Place

cheltenham UK

Collation

265p

Specific Detail Info

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