Tifani Susilo, Shane Mathews, Edwina Luck, Brett Martin, Kate Letheren, Han Nguyen
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引用次数: 0
Abstract
This article examines digital virtual leisure and the impact of increasingly blurred boundaries between the digital and physical worlds on consumer self-narratives. Using an extended case narrative method, the present research explores how consumers who are highly involved with digital leisure live out their ideal self-narrative in online communities. The findings highlight a level of complexity and fluidity when consumers move between worlds. The present research shows a more multifaceted set of issues that consumers traverse when moving between the physical and digital worlds. This research indicates the changing nature of the self-narrative for consumers in an ever-evolving environment that blurs the distinction between the digital and physical worlds. Results suggest that the digital virtual world (those online environments using digital technologies and virtual which has a sensory element) can serve as a sanctuary for consumers to gain empowerment and sustain hope. Digital virtual leisure is a highly involved form of consumption layered with meaning for individuals. The findings highlight the potential and opportunity to use self-narratives as a way to understand consumer involvement with online community spaces so as to better respond to and engage with the consumer target market.
期刊介绍:
The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.