Using Consumerism to Maintain Mobile Customer Engagement

Abstract

Consumerism is a social phenomenon that refers to the way in which consumer spending habits extend beyond the mere purchase of items for purposes of necessity. Consumerism is inevitable, and the technology sector leads companies to create better products for their consumers. In the early 2000s, a new concept emerged, “new consumerism.” The new consumers are concerned about time, sustainability, authenticity, technology, and simplicity. Their wellbeing plays a vital role in their thinking; they expect the freedom to choose, to see, and to listen. In such a world, companies need to use this new consumer behavior characteristic in order to create customer engagement. This chapter explains what the consumerism is and its transformation to new consumerism in the context of customer engagement. In order to explain this, the author clarifies the relationship between conspicuous consumption and consumerism and also how it affects mobile technology companies. Finally, this chapter argues how to use consumerism to maintain customer engagement.