{"title":"传播世界:探索社交媒体上的精神消费","authors":"Janine Williams, Jayne Krisjanous","doi":"10.1108/jcm-02-2021-4450","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThe rapidly increasing practice of “sharing” and “liking” religious and spiritually inspiring content on social media platforms suggests it is engaging for consumers, but it is unclear why. This study aims to investigate consumer interpretations of spiritual content on social media in relation to participatory roles.\n\n\nDesign/methodology/approach\nQualitative in-depth interviews and thematic analysis are used. Members of social networks actively engaged in social media posting were identified through researcher networks and snowballing.\n\n\nFindings\nThe social media space facilitates enhanced consumer agency in the consumption of spiritual messages which are readily accessible in this secular context. Three levels of interpretive meaning for consumers, conditional on the perceived sender motivations and temporality of receipt and related to participatory roles are identified. Despite being widely disseminated and immersed in the profane, some participants receive spiritual inspiration, which helps them achieve self-transcendence. Others receive inspiration through affirmation of their values and identity; however for a few, inspirational messages are met with scepticism and are not meaningful. Social media facilitates consumers’ ability to provide others with positive inspiration, however, this is not always their intent.\n\n\nOriginality/value\nThis work contributes unique insight regarding consumption of spirituality in a social media environment highlighting the importance of sender mediation and temporal context with implications for spiritual meaning and online engagement with spiritual content. A unique typology relating interpretive meaning to participatory roles is presented.\n","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":2.7000,"publicationDate":"2023-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":"{\"title\":\"Spreading the word: exploring spiritual consumption on social media\",\"authors\":\"Janine Williams, Jayne Krisjanous\",\"doi\":\"10.1108/jcm-02-2021-4450\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\\nPurpose\\nThe rapidly increasing practice of “sharing” and “liking” religious and spiritually inspiring content on social media platforms suggests it is engaging for consumers, but it is unclear why. This study aims to investigate consumer interpretations of spiritual content on social media in relation to participatory roles.\\n\\n\\nDesign/methodology/approach\\nQualitative in-depth interviews and thematic analysis are used. Members of social networks actively engaged in social media posting were identified through researcher networks and snowballing.\\n\\n\\nFindings\\nThe social media space facilitates enhanced consumer agency in the consumption of spiritual messages which are readily accessible in this secular context. Three levels of interpretive meaning for consumers, conditional on the perceived sender motivations and temporality of receipt and related to participatory roles are identified. Despite being widely disseminated and immersed in the profane, some participants receive spiritual inspiration, which helps them achieve self-transcendence. Others receive inspiration through affirmation of their values and identity; however for a few, inspirational messages are met with scepticism and are not meaningful. Social media facilitates consumers’ ability to provide others with positive inspiration, however, this is not always their intent.\\n\\n\\nOriginality/value\\nThis work contributes unique insight regarding consumption of spirituality in a social media environment highlighting the importance of sender mediation and temporal context with implications for spiritual meaning and online engagement with spiritual content. A unique typology relating interpretive meaning to participatory roles is presented.\\n\",\"PeriodicalId\":35923,\"journal\":{\"name\":\"Journal of Consumer Marketing\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":2.7000,\"publicationDate\":\"2023-01-09\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"2\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Consumer Marketing\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/jcm-02-2021-4450\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jcm-02-2021-4450","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Spreading the word: exploring spiritual consumption on social media
Purpose
The rapidly increasing practice of “sharing” and “liking” religious and spiritually inspiring content on social media platforms suggests it is engaging for consumers, but it is unclear why. This study aims to investigate consumer interpretations of spiritual content on social media in relation to participatory roles.
Design/methodology/approach
Qualitative in-depth interviews and thematic analysis are used. Members of social networks actively engaged in social media posting were identified through researcher networks and snowballing.
Findings
The social media space facilitates enhanced consumer agency in the consumption of spiritual messages which are readily accessible in this secular context. Three levels of interpretive meaning for consumers, conditional on the perceived sender motivations and temporality of receipt and related to participatory roles are identified. Despite being widely disseminated and immersed in the profane, some participants receive spiritual inspiration, which helps them achieve self-transcendence. Others receive inspiration through affirmation of their values and identity; however for a few, inspirational messages are met with scepticism and are not meaningful. Social media facilitates consumers’ ability to provide others with positive inspiration, however, this is not always their intent.
Originality/value
This work contributes unique insight regarding consumption of spirituality in a social media environment highlighting the importance of sender mediation and temporal context with implications for spiritual meaning and online engagement with spiritual content. A unique typology relating interpretive meaning to participatory roles is presented.
期刊介绍:
■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide