{"title":"The hybrid authenticity of virtual pilgrimage","authors":"Mai Khanh Tran, Andrew Davies","doi":"10.1177/14705931241270769","DOIUrl":null,"url":null,"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.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"35 1","pages":""},"PeriodicalIF":3.4000,"publicationDate":"2024-09-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Marketing Theory","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/14705931241270769","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.
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