The hybrid authenticity of virtual pilgrimage

IF 3.4 4区管理学 Q2 BUSINESS

Marketing Theory Pub Date : 2024-09-14 DOI:10.1177/14705931241270769

Mai Khanh Tran, Andrew Davies

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引用次数: 0

Abstract

The complex relationship between religion and markets deserves nuanced scholarly reflection and observation. The continuing explosion of online or digital expressions of religion invites researchers to consider the authenticity of virtual pilgrimage experience, for which it is situated at the intersections between religious and marketing studies that allows various dimensions of authenticity to take place. The key contribution of this conceptual paper lies in its development and application of a ‘Hybrid authenticity’ framework which helps explain the consumer-congregants’ development of perceived authenticity of virtual pilgrimage. This framework invites a shift in focus towards the prioritization of iconic-authenticity cues that facilitates a much more ‘liquid’ attachment to object-based authenticity. It also emphasizes the importance of place as an element of constructive authenticity in interpreting pilgrims’ experience and the vital contribution of integrating both interpersonal and intrapersonal authenticity. We suggest the mechanism of this hybrid framework is defined by the interdependence between its elements. We also discuss the two underlying conditions for the mechanism; technology working as an embodied site of interaction and consumer (re)negotiation of authenticity. Viewing virtual pilgrimage as part of a broader social and cultural transformation, we propose the framework also has applicability to other marketing and post-postmodern consumption studies.

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虚拟朝圣的混合真实性

宗教与市场之间的复杂关系值得学者们进行细致入微的思考和观察。宗教的在线或数字表达方式的持续爆炸性增长，促使研究人员考虑虚拟朝圣体验的真实性，因为它处于宗教研究与市场研究的交叉点，使真实性的各个层面得以实现。这篇概念性论文的主要贡献在于它开发并应用了一个 "混合真实性 "框架，该框架有助于解释消费者--教徒对虚拟朝圣真实性的认知发展。该框架将重点转向优先考虑标志性真实性线索，从而促进对基于对象的真实性的 "流动 "依恋。它还强调了地点作为解释朝圣者体验的建设性真实性要素的重要性，以及将人际真实性和人内真实性结合起来的重要贡献。我们认为，这一混合框架的机制是由其各要素之间的相互依存性决定的。我们还讨论了该机制的两个基本条件：技术作为互动的体现场所和消费者对真实性的（再）协商。将虚拟朝圣视为更广泛的社会和文化变革的一部分，我们认为该框架也适用于其他市场营销和后现代消费研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Marketing Theory BUSINESS-

CiteScore

5.90

自引率

0.00%

发文量

期刊介绍： Marketing Theory provides a fully peer reviewed specialised academic medium and main reference for the development and dissemination of alternative and critical perspectives on marketing theory. A growing number of researchers and management practitioners who believe that conventional marketing theory is often ill suited to the challenges of the modern business environment. The aim of Marketing Theory is to create a high quality, specialist outlet for management and social scientists who are committed to developing and reformulating marketing as an academic discipline by critically analysing existing theory. The journal promotes an ethos that is explicitly theory driven; international in scope and vision; open, reflexive, imaginative and critical; and interdisciplinary.