Publicación:

Evolución del comportamiento del consumidor basado en el concepto prosumidor

Resumen

This document is a state of the art consumer behavior supported from concept prosumer. To do this, takes a tour documentary from the origin of prosumer concept until its characterization in web 2.0 and marketing 3.0. In today's society, the beginning of the century, the prosumer has established itself as a key player for the performance and marketing companies. Its importance has been increasing due to the globalization process and the use of Information Technology and Communication (ICT), as these generate new forms of production and consumption, the above is given through access to knowledge and information, which have fostered significant changes in consumer behavior. In this context, the figure of the prosumer resurfaces, which has been established in recent years as a key player for businesses and marketing.