An Investigation on Contemporary Consumer Resistance: How Web 2.0 Makes Consumers Powerful

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The book explores the impact of globalization on consumer behavior, highlighting the stress and frustration consumers face due to overwhelming advertising messages. It delves into the shift from modernity to postmodernity, examining how this change influences consumer resistance and critical attitudes. The study investigates various forms of resistance, particularly in the context of the Internet and Web 2.0, revealing how improved conditions have empowered consumers to engage actively. Insights gained can benefit both consumers and corporations, providing valuable understanding for marketers.