90

Although marketing has only relatively recently become interested in empowerment, the profusion and diversity of research, as well as the absence of a consensual view, require clarification. This article proposes reporting on the main debates in the literature and clarifying the conceptual distinctions with related notions. In addition, considering recent evolutions generated by the participative web and the new status of the consumer-citizen, this research suggests an enhanced approach to empowerment in marketing, based on a multidisciplinary view of the original concept.