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Cybermarketscapes and consumer freedoms and identities

Cybermarketscapes and consumer freedoms and identities When examining the issue of consumers in cyberspace, there appear to be two recurring narratives. One refers to the unidimensional perspective of marketing and how marketing tries to annex the cyberspace and regards the consumer as fair game in its profit‐seeking enterprise. The second narrative views consumers as trying to use cyberspace as a place to exercise their freedoms, establish their identities and use the cyberspace as a lifeworld in a Habermasian sense. This paper is an attempt to explicate this tension. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Cybermarketscapes and consumer freedoms and identities

Alladi Venkatesh
European Journal of Marketing , Volume 32 (7/8): 13 – Aug 1, 1998
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References (21)

Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569810224065
Publisher site
See Article on Publisher Site

Abstract

When examining the issue of consumers in cyberspace, there appear to be two recurring narratives. One refers to the unidimensional perspective of marketing and how marketing tries to annex the cyberspace and regards the consumer as fair game in its profit‐seeking enterprise. The second narrative views consumers as trying to use cyberspace as a place to exercise their freedoms, establish their identities and use the cyberspace as a lifeworld in a Habermasian sense. This paper is an attempt to explicate this tension.

Journal

European Journal of Marketing – Emerald Publishing

Published: Aug 1, 1998

Keywords: Consumers; Consumer behaviour; Consumer marketing; Internet; Psychographics; Virtual reality

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