Purpose – To help shape a more cohesive research program in marketing and consumer research, this paper presents a systematic effort to integrate current research on consumer empowerment with highly influential theories of power. A conceptual overview of power consisting of three dominant...

In this paper, it is argued that the connectivity of the networked market permits market participants to perceive causal relationships between consumer behaviour and its effects on others. The thesis is put forward that the globally networked markets of the information age give birth to new...

This paper sets out to conceptually explore emerging communication patterns online and apparently deviant behaviours they can sustain within the scope of consumer-producer relationships as power struggles. In addition it seeks to advance a conceptualisation of the balancing of power between...

In this paper two online activities are discussed that are becoming increasingly interesting to organisations because they suggest a potential change in the balance of power between producers and consumers. The activities are peer-to-peer (P2P) file-sharing and online groups. An analysis is...