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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
186  Chapter 6
facilitators par excellence that have made the individual’s achievement of self-satisfaction and
gratification of needs a given.
Consumers Online Brand Related Activities (COBRA)
Consumers are now uniquely empowered to develop content on virtual platforms. This power
is not the consumer’s sole province as brands and companies can now enter a new era of co-
creation. This era’s functionality has three primary categories: consuming, contributing, and
creating (Muntinga et al., 2011). Digital natives and brands start their conjoining when the
information that the latter brands is consumed by the former. This is more actively aected ...
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Publisher Resources

ISBN: 9789353941468