Marketing Theory最新文献_第6页

Digital consumers and platform workers unite and fight? The platformisation of consumer activism in the case of #cancel_efood in Greece 数字消费者和平台工作者联合起来斗争?以希腊的# cancel_food为例，消费者行动主义的平台化

4区管理学

Marketing Theory Pub Date : 2023-08-21 DOI: 10.1177/14705931231195191

Photini Vrikki, Eleftheria Lekakis

{"title":"Digital consumers and platform workers unite and fight? The platformisation of consumer activism in the case of #cancel_efood in Greece","authors":"Photini Vrikki, Eleftheria Lekakis","doi":"10.1177/14705931231195191","DOIUrl":"https://doi.org/10.1177/14705931231195191","url":null,"abstract":"This paper fills a gap in the literature of platform economy in relation to consumers’ perceptions and actions regarding labour justice. It coins the term ‘platformised consumer activism’ and explores #cancel_efood to appraise how consumer activism is expressed through and against platforms. In September 2021, one of the most popular delivery service apps in Greece suddenly requested its workers who were on short-term expiring contracts to switch to freelance contracts. The instant uproar that followed included nation-wide mass mobilisations, as well as a trending topic on Greek Twitter #cancel_efood inviting consumers to uninstall the app and give it the lowest possible rating. Drawing on nascent literature regarding worker resistance in the platform economy, as well as digital consumer activism, we locate a gap in consumers’ perceptions and solidarities. We question power and resistance in the platform economy and argue that the tendency to celebrate digital media and consumer activism persists, despite evidence of growing awareness of the limitations of both in the platform economy. We showcase how the success of #cancel_efood cannot suggest that consumers are the new warriors of labour justice in the platform economy, but that their practices, enabled by connectivity and solidarity, can increase the visibility of workers’ struggles, and put pressure on specific platform players when they are about to violate workers’ rights.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43013007","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Restless platformance: How prosumer practices change platform markets 不安分的平台:消费者行为如何改变平台市场

4区管理学

Marketing Theory Pub Date : 2023-08-10 DOI: 10.1177/14705931231195188

Daiane Scaraboto, Eileen Fischer

引用次数: 0

In the difference between money and capital, everything happens 在货币和资本之间的差异中，一切都会发生

4区管理学

Marketing Theory Pub Date : 2023-08-09 DOI: 10.1177/14705931231195187

A. Bradshaw

引用次数: 0

Africapitalism: The marketisation of philanthrocapitalism and neoliberalism in African entrepreneurial philanthropy 非洲资本主义：非洲企业家慈善事业中慈善资本主义和新自由主义的市场化

4区管理学

Marketing Theory Pub Date : 2023-07-26 DOI: 10.1177/14705931231190954

Deji Adewoye, J. Mendy, E. Oruh, C. Mordi, Arthur Egwuonwu, Olutayo Otubanjo

{"title":"Africapitalism: The marketisation of philanthrocapitalism and neoliberalism in African entrepreneurial philanthropy","authors":"Deji Adewoye, J. Mendy, E. Oruh, C. Mordi, Arthur Egwuonwu, Olutayo Otubanjo","doi":"10.1177/14705931231190954","DOIUrl":"https://doi.org/10.1177/14705931231190954","url":null,"abstract":"Despite increased interests in marketisation of philanthrocapitalism research worldwide, the arguments emphasise ‘what’ instead of 'how’ and ‘why’ philanthropic philosophy happens across Africa. To address this gap, 51 Tony Elumelu Foundation participants’ narratives are focused on to draw on an Africapitalism framework highlighting chasms within and between western neoliberalism frameworks and philanthrocapitalism’s marketisation. By framing this paper using philanthrocapitalism discourse, the authors critically examined the activities of African philanthropists and the effects of their neoliberal adoption on recipients. Semi-structured interview analysis produced three key ideologies demonstrating ‘what’, ‘how’ and ‘why’ philanthrocapitalism is marketised, namely, utopianism and the illusion of a better socioeconomic tomorrow; neoliberalism and a culture of dominance; social investment and marketisation of benevolence. These thematic paradoxes were used to create an additional four-aspect Africapitalism framework contributing to ‘what’, ‘how’ and ‘why’ philanthrocapitalism is marketised in Africa, its impacts, challenges and solutions. Contributions, limitations and implications for research are articulated.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42741036","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Sensing privacy: Extending consumer privacy research through a consumer culture theory approach 感知隐私:通过消费文化理论方法扩展消费者隐私研究

4区管理学

Marketing Theory Pub Date : 2023-05-23 DOI: 10.1177/14705931231175698

Johanna Horppu

引用次数: 1

Pandemic-driven consumer behaviour: A foraging exploration 流行病驱动的消费者行为:觅食探索

4区管理学

Marketing Theory Pub Date : 2023-05-13 DOI: 10.1177/14705931231175695

Victoria K. Wells, M. Carrigan, Navdeep Athwal

引用次数: 1

Expanding understanding of brand value co-creation on social media from an S-D logic perspective: Introducing structuration theory 从S-D逻辑视角拓展对社交媒体品牌价值共创的理解——引入结构化理论

4区管理学

Marketing Theory Pub Date : 2023-03-30 DOI: 10.1177/14705931231165098

Geoff Simmons, M. Durkin

{"title":"Expanding understanding of brand value co-creation on social media from an S-D logic perspective: Introducing structuration theory","authors":"Geoff Simmons, M. Durkin","doi":"10.1177/14705931231165098","DOIUrl":"https://doi.org/10.1177/14705931231165098","url":null,"abstract":"Brands are increasingly seen in light of collaborative, value creation activities of a firm and all of its stakeholders. This is strongly influenced by the emergence and dominant role that social media plays in societies globally. With challenges presented for brand management and marketing scholarship more generally, to understand and react to the social implications presented for brand value creation. Accordingly, this study builds on the principles of S-D logic to expand understanding of the co-creation of brand value on social media. We introduce social construction theories, focusing on structuration theory. A conceptual model and propositions apply a structuration perspective to provide new insights into how brand value is socially constructed by multiple stakeholders using social media. The focus is on how stakeholder-brand interactions play out across three dimensions of social structure: meaning; norms; and power. We consider how brand meaning (and thus value), emerges out of consensus and dissensus between various stakeholders—brand loyalists and brand rebels—using social media to interact with brands. And how norms of behavior and structures of power guide and legitimize their social media use to reinforce, or potentially transform, brand meaning. Importantly, we consider how brand management can recognize the interactive opportunities provided by different social media platforms and the positions and roles of stakeholders and their social context in considering the social construction of brand value.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44947654","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Holding on or letting go: Inheritance as a liminal experience 坚持还是放手：继承是一种极限体验

4区管理学

Marketing Theory Pub Date : 2023-03-09 DOI: 10.1177/14705931231162400

Victoria K. Wells, M. Carrigan, Navdeep Athwal

{"title":"Holding on or letting go: Inheritance as a liminal experience","authors":"Victoria K. Wells, M. Carrigan, Navdeep Athwal","doi":"10.1177/14705931231162400","DOIUrl":"https://doi.org/10.1177/14705931231162400","url":null,"abstract":"Marketing and consumer research has drawn attention to life transitions as critical sites of consumption but has insufficiently explored bereavement, a universal life transition that can involve (un)wanted inheritance, initiating a potential cycle of retention, reimagining or disposal. Life transitions represent potentially transformative moments of consumption when individual consumption can be more positively redirected towards sustainable choices. Using semi-structured interviews and qualitative data, this study critically investigates the cycle of inheritance consumption, informed by Evans’ understanding of consumption with an emphasis on both acquisition and disposal. The study uncovers three liminal stages: separation and detachment; instability, ambiguity and prolonged liminality; and stability and completeness. First, we expand the scope of empirical consumer research by conceptualising inheritance as liminal. Second, we illuminate the inheritance consumption cycle, showing liminal inheritance stages are critical transition moments that trigger complex positive and negative emotional responses, with implications for whether goods remain suspended or pass into further utility. Finally, we extend liminality theory by conceptualising bereavement as a liminal life transition, and call for researchers to study inheritance beyond acquisition, since how inherited goods are retained or divested in liminal moments can have implications for sustainability and may provide opportunities to steer more responsible and fulfilling consumption with an emphasis on limits rather than excess.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"23 1","pages":"509 - 532"},"PeriodicalIF":0.0,"publicationDate":"2023-03-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49345078","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

From flesh to food: Exploring consumers’ fluctuations in hysteresis 从肉体到食物:探索消费者的滞后波动

4区管理学

Marketing Theory Pub Date : 2023-03-01 DOI: 10.1177/14705931231160835

Chloe Steadman, D. Medway, Anna de Jong, P. Varley

引用次数: 0

Agencing the digitalised marketer: Exploring the boundary workers at the cross-road of (e)merging markets 代理数字化营销人员:探索(e)合并市场十字路口的边界工作者

4区管理学

Marketing Theory Pub Date : 2023-02-12 DOI: 10.1177/14705931231153194

Annmarie Ryan, Ingrid Stigzelius, O. Mejri, G. Hopkinson, Fairouz Hussien

{"title":"Agencing the digitalised marketer: Exploring the boundary workers at the cross-road of (e)merging markets","authors":"Annmarie Ryan, Ingrid Stigzelius, O. Mejri, G. Hopkinson, Fairouz Hussien","doi":"10.1177/14705931231153194","DOIUrl":"https://doi.org/10.1177/14705931231153194","url":null,"abstract":"In this paper, we study the formation of a new market actor, the digitalised marketer, which emerges at the boundary between strategy- and data-driven marketing. Building on constructivist market studies, we draw attention to the notion of agencing as boundary work and the range of boundary workers in the agencement of which the marketer is part. Drawing on 63 interviews with marketing professionals from multiple contexts, we reveal the difficulties to keep a pace with the plethora of digital marketing tools and highlight the emerging ‘market for digital marketing’ as a key device in the agencing of the digitalised marketer. We present two modes of agencing work, prosthetic and habilitative, to conceptualise how digitalised markets and platforms concurrently enable and captivate marketers’ agency, but also how marketers and their peer networks contest these limits and expand the space for action. This contribution serves to extend the recognised need to reconnect marketing with markets, to also acknowledge how markets are connected to the shaping of marketing and its actors. Implications for theory, practice and marketing education are discussed as we seek to capacitate marketers to operate in an increasingly digitalised environment.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"23 1","pages":"463 - 487"},"PeriodicalIF":0.0,"publicationDate":"2023-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47696968","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2