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Empowerment in marketing: synthesis, critical review, and agenda for future research

Author

Listed:
  • Hajer Bachouche

    (Groupe ESC Troyes en Champagne)

  • Ouidade Sabri

    (IAE Paris - Sorbonne Business School)

Abstract

We comprehensively review consumer empowerment, which has received increasing attention from academics and has given rise to inconsistent theoretical frameworks. Building on a multidisciplinary approach and a review of power models, we begin with a conceptualization of empowerment, identifying the concept's contours and origins. Then, we show how multidisciplinary advancements influence the marketing discipline through an assessment of the empowerment literature. We reveal important knowledge gaps on the topic related to different theoretical orientations and various levels of analysis and contexts. We then propose an organizing framework to help understand the underlying mechanisms induced in psychological empowerment by changes in the market structure and technological shifts, consumer-to-firm, state-to-consumer, and firm-to-consumer deliberate actions. Our critical review of the marketing literature reveals the limits of prior research, and we suggest directions for future theoretical and empirical research on the consumer empowerment theme.

Suggested Citation

  • Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in marketing: synthesis, critical review, and agenda for future research," Post-Print hal-01996337, HAL.
    • Handle: RePEc:hal:journl:hal-01996337
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    Citations

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    Cited by:

    1. Rabassa, Valérie & Sabri, Ouidade & Spaletta, Claire, 2022. "Conversational commerce: Do biased choices offered by voice assistants’ technology constrain its appropriation?," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    2. Marie-Laure Mourre & Agnès Helme-Guizon & Carole Avril, 2020. "Online community platforms as a source of health empowerment : The Slow Diabetes Program [Les plateformes communautaires en ligne comme source d'empowerment en santé. Le programme Slow Diabète]," Post-Print hal-03258728, HAL.
    3. Arora Swapan Deep, 2023. "Contemporary challenges of consumption: a Kafkaesque and critical marketing perspective," International Journal of Contemporary Management, Sciendo, vol. 59(4), pages 58-73, December.
    4. Swapan Deep Arora, 2024. "Consumer proactive empowerment: A systematic review and taxonomy development," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 104-121, June.

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