Overview
This chapter discusses the changing perspectives of consumer advocacy from the point of view of sharing new forms of radical, collaborative, and innovative experiences through proximity marketing approaches. The discussion on advocacy patterns includes the consumer focus on anthropomorphism, follower psychology on digital media, out-of-the-box customer advocacy, and creative semantics. Such models in proximity marketing are used to take advantage of structured semantics, reasoning, or decision-making power (Horkoff et al. 2019). This chapter also discusses the future of shopping using technology and collective consumerism. The growing technology-based retailers such as Amazon (VR kiosks), Alibaba (Buy + mobile ...
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