Theories For Using Twitter

This research aims to understand the postmodernist consumer and how they bring gist to their life through participation in online mixer network sites and their associated shit communities. From this understanding, marketers will be able to better use well-disposed network sites and their associated communities as effective printing tools. The watchword begins with a review of literature regarding the postmodern consumer, outlining two different views of postmodern society. This brief description of the postmodern consumer leads to the discussion of how consumers add meaning to their lives through consumption. Hirschman and Holbrook (1982) highlight the importance of the experiential aspects of consumption, and Belk (1988) describes how the consumption of our possessions contributes to the sociable organisation of our extended self. Elliott and Wattanasuwan (1998) extend on Belks (1988) argument, proposing that brands be typic resources for the lay downion of both self identity and friendly identity. not only do consumers consume brands in fix to construct their identity, but Fournier (1998) proposes that consumers become attached to brands and develop relationships with brands. This leads to the discussion of the phenomenon of postmodern brand confederation and how it influences consumption behaviors and motivations.

Cova (1997) introduces the capriciousness of the linking judge of consumption, which is followed by a deeper look at the phenomenon of brand community inwardly the postmodern age. The reviewed literature regarding community includes Schouten and McAlexanders (1995) notion of subcultures of consumption, and Belk and Gulners (2005) brand cult. This is followed by an introduct! ion to Muniz and OGuinns (2001) invention of brand community. McAlexander, Schouten and Koenig (2002) build on Muniz and OGuinns brand community idea, proposing an extension of the brand community model. explore relate on the idea of brand community is reviewed, including part studies on...If you take to get a full essay, order it on our website: OrderEssay.net

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