Liminal digital birthspaces: social media and consumer proactivity for well-being

IF 3.8 4区 管理学 Q2 BUSINESS
Marlini Bakri, Janet Davey, Jayne Krisjanous, Robyn M. Maude
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引用次数: 0

Abstract

Purpose Despite the prevalence of technology in health care, marketing research on social media in the birthspace is limited. The purpose of this paper is to explore how birthing women leverage social media for transformative well-being in the liminal context of birth. Design/methodology/approach A qualitative study of women who had recently experienced birth was undertaken. Thematic analysis of data from in-depth interviews reveals birthing women’s digital practices and social media capabilities for well-being in a liminal space. Findings Within the birthspace, women use social media and digital platforms in an effortful and goal-directed way for role transitions and transformation, curating self and other history, goal striving and normalizing experience. These digital practice styles facilitate consumer integration of the liminal digital birthspace and in situ service encounter enabling diverse value outcomes. Drawing on liminality and social presence theories, the authors interpret these practices as demonstrating three interactive liminal stages of suspending, comprehending and transforming. Multi-modality and rapid connection afforded by digital devices and social media platforms provide social presence (according to perceived immediacy and intimacy) enabling transformative well-being outcomes. Originality/value This study is unique, as it provides insights into the traditionally private health service experience of birth. Further, the authors extend the understanding of liminal spaces and use of digital technology, specifically for transformative outcomes, by proposing a framework of consumers’ digital practice styles for well-being in liminal spaces.
阈限数字出生空间:社交媒体和消费者对幸福的主动性
尽管技术在医疗保健领域的普及,但在出生空间中对社交媒体的营销研究有限。本文的目的是探讨分娩妇女如何利用社交媒体在出生的有限背景下实现变革性福祉。设计/方法/方法对最近分娩的妇女进行了定性研究。深度访谈数据的专题分析揭示了分娩妇女的数字实践和社交媒体在有限空间中的福祉能力。在出生空间内,女性以一种努力和目标导向的方式使用社交媒体和数字平台进行角色转换和转型,策划自我和他人的历史,目标奋斗和正常化经历。这些数字实践风格促进了消费者对有限的数字诞生空间和现场服务体验的整合,从而实现了多样化的价值结果。利用阈限和社会在场理论,作者将这些实践解释为展示了三个相互作用的阈限阶段:暂停、理解和转化。数字设备和社交媒体平台提供的多模式和快速连接提供了社交存在(根据感知的即时性和亲密性),从而实现了变革性的福祉结果。原创性/价值这项研究是独一无二的,因为它提供了对传统的私人分娩保健服务体验的见解。此外,作者通过提出消费者在阈限空间中幸福感的数字实践风格框架,扩展了对阈限空间和数字技术使用的理解,特别是对变革结果的理解。
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
CiteScore
7.80
自引率
20.50%
发文量
63
期刊介绍: ■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.
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