Pub Date : 2023-08-21DOI: 10.1177/14705931231195191
Photini Vrikki, Eleftheria Lekakis
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.
{"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}
Pub Date : 2023-08-10DOI: 10.1177/14705931231195188
Daiane Scaraboto, Eileen Fischer
Prosumers in many markets are increasingly using platforms for their inter-related production and consumption pursuits. Using a practice theory lens, this paper examines how the connections between the bundle of marketing practices performed by entrepreneurial prosumers in the craft market are altered when they come to rely on platforms like Etsy. It identifies a new practice, labeled “platformance,” that these prosumers adopt in response to changes in their practices bundle. Platformance is a restless practice in that it aims to alter the market in which it is embedded. Findings reported here suggest that platformance may help prosumers deal with platformization by changing certain market elements, but ironically may also increase their platform dependence. Platformance may also contribute to altering aspects of the platform markets in which it is performed.
{"title":"Restless platformance: How prosumer practices change platform markets","authors":"Daiane Scaraboto, Eileen Fischer","doi":"10.1177/14705931231195188","DOIUrl":"https://doi.org/10.1177/14705931231195188","url":null,"abstract":"Prosumers in many markets are increasingly using platforms for their inter-related production and consumption pursuits. Using a practice theory lens, this paper examines how the connections between the bundle of marketing practices performed by entrepreneurial prosumers in the craft market are altered when they come to rely on platforms like Etsy. It identifies a new practice, labeled “platformance,” that these prosumers adopt in response to changes in their practices bundle. Platformance is a restless practice in that it aims to alter the market in which it is embedded. Findings reported here suggest that platformance may help prosumers deal with platformization by changing certain market elements, but ironically may also increase their platform dependence. Platformance may also contribute to altering aspects of the platform markets in which it is performed.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49175484","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}
Pub Date : 2023-08-09DOI: 10.1177/14705931231195187
A. Bradshaw
I argue against any essentialist framing of the consumer in a context of the circulation of money and for a dialectical materialist framing of the consumer in a context of capital accumulation. I reflect on how the current conjuncture pressurises basic assumptions about everyday liveability and requires a fundamental rethink.
{"title":"In the difference between money and capital, everything happens","authors":"A. Bradshaw","doi":"10.1177/14705931231195187","DOIUrl":"https://doi.org/10.1177/14705931231195187","url":null,"abstract":"I argue against any essentialist framing of the consumer in a context of the circulation of money and for a dialectical materialist framing of the consumer in a context of capital accumulation. I reflect on how the current conjuncture pressurises basic assumptions about everyday liveability and requires a fundamental rethink.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44585190","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}
Pub Date : 2023-07-26DOI: 10.1177/14705931231190954
Deji Adewoye, J. Mendy, E. Oruh, C. Mordi, Arthur Egwuonwu, Olutayo Otubanjo
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.
尽管全世界对慈善资本主义研究市场化的兴趣越来越大，但这些争论强调的是“什么”，而不是“如何”和“为什么”慈善哲学在非洲各地发生。为了解决这一差距，51 Tony Elumelu基金会参与者的叙述重点是借鉴非洲资本主义框架，强调西方新自由主义框架和慈善资本主义市场化之间的差距。通过使用慈善资本主义话语来构建本文，作者批判性地研究了非洲慈善家的活动以及他们采用新自由主义对接受者的影响。半结构化访谈分析产生了三种关键意识形态，展示了慈善资本主义市场化的“什么”、“如何”和“为什么”，即乌托邦主义和对美好社会经济明天的幻想；新自由主义和统治文化；社会投资和慈善市场化。这些主题悖论被用来创建一个额外的四个方面的非洲资本主义框架，有助于“什么”、“如何”和“为什么”慈善资本主义在非洲市场化，其影响、挑战和解决方案。阐述了研究的贡献、局限性和影响。
{"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}
Pub Date : 2023-05-23DOI: 10.1177/14705931231175698
Johanna Horppu
Although a wealth of consumer research literature has examined privacy, the majority of this research has been conducted from a micro-economic or psychological perspective. This has led to a rather narrow view of consumer privacy, which ignores the larger socio-cultural forces at play. This paper suggests a shift in research perspective by adopting a consumer culture theory approach. This allows an in-depth look into the micro, meso and macro levels of analysis to explore privacy as a subjective, lived experience but also as a representation of cultural meanings that are further shaped by marketplace actors. The paper synthesizes how privacy has been conceptualized within consumer theory and advances three necessary shifts in research focus: from (1) prediction to experience, (2) causality to systems and (3) outcome to process. Specific theories or focus areas are explored within these shifts, which are then utilized to build a future research agenda.
{"title":"Sensing privacy: Extending consumer privacy research through a consumer culture theory approach","authors":"Johanna Horppu","doi":"10.1177/14705931231175698","DOIUrl":"https://doi.org/10.1177/14705931231175698","url":null,"abstract":"Although a wealth of consumer research literature has examined privacy, the majority of this research has been conducted from a micro-economic or psychological perspective. This has led to a rather narrow view of consumer privacy, which ignores the larger socio-cultural forces at play. This paper suggests a shift in research perspective by adopting a consumer culture theory approach. This allows an in-depth look into the micro, meso and macro levels of analysis to explore privacy as a subjective, lived experience but also as a representation of cultural meanings that are further shaped by marketplace actors. The paper synthesizes how privacy has been conceptualized within consumer theory and advances three necessary shifts in research focus: from (1) prediction to experience, (2) causality to systems and (3) outcome to process. Specific theories or focus areas are explored within these shifts, which are then utilized to build a future research agenda.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-05-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48733762","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}
Pub Date : 2023-05-13DOI: 10.1177/14705931231175695
Victoria K. Wells, M. Carrigan, Navdeep Athwal
COVID-19 has had a profound effect on consumer behaviour. This conceptual piece uses foraging theory, extending and developing the foraging ecology of consumption model, to examine consumer behaviour in a pandemic. It is argued that a foraging interpretation of consumer behaviour is more relevant in situations where supply is uncertain, risks are enhanced and resourcefulness is important. The paper assesses the underlying mechanisms of behaviour change-objectives, currency and constraints – from a foraging perspective and examines their role in changing both patch (retail) choices and which items are consumed (prey choices). Additionally, the paper examines temporal and social challenges within the pandemic. The paper considers whether pandemic consumption behaviours will remain as threat levels subside and concludes with suggestions for future research.
{"title":"Pandemic-driven consumer behaviour: A foraging exploration","authors":"Victoria K. Wells, M. Carrigan, Navdeep Athwal","doi":"10.1177/14705931231175695","DOIUrl":"https://doi.org/10.1177/14705931231175695","url":null,"abstract":"COVID-19 has had a profound effect on consumer behaviour. This conceptual piece uses foraging theory, extending and developing the foraging ecology of consumption model, to examine consumer behaviour in a pandemic. It is argued that a foraging interpretation of consumer behaviour is more relevant in situations where supply is uncertain, risks are enhanced and resourcefulness is important. The paper assesses the underlying mechanisms of behaviour change-objectives, currency and constraints – from a foraging perspective and examines their role in changing both patch (retail) choices and which items are consumed (prey choices). Additionally, the paper examines temporal and social challenges within the pandemic. The paper considers whether pandemic consumption behaviours will remain as threat levels subside and concludes with suggestions for future research.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-05-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42943117","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}
Pub Date : 2023-03-30DOI: 10.1177/14705931231165098
Geoff Simmons, M. Durkin
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.
{"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}
Pub Date : 2023-03-09DOI: 10.1177/14705931231162400
Victoria K. Wells, M. Carrigan, Navdeep Athwal
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.
{"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}
Pub Date : 2023-03-01DOI: 10.1177/14705931231160835
Chloe Steadman, D. Medway, Anna de Jong, P. Varley
Bourdieu’s interrelated concepts of habitus and field have been deployed to theorise the unreflexive consumption practices characterising much of consumers’ everyday lives. Less is known, however, about the disruptive experience when habitus and field suddenly misalign – which Bourdieu terms ‘hysteresis’. We address this lacuna by studying smalahove (sheep’s head) consumption involving participant observation at a Norwegian smalahove farm – an unsettling space within the food consumption field that may challenge many consumers’ habitual ways of seeing, smelling, hearing, touching, and tasting meat. Our core contribution lies in introducing a dynamic conceptualisation of hysteresis, demonstrating how it fluctuates in consumption environments; intensifying and diminishing in intensity as the gaps between habitus and field open and close.
{"title":"From flesh to food: Exploring consumers’ fluctuations in hysteresis","authors":"Chloe Steadman, D. Medway, Anna de Jong, P. Varley","doi":"10.1177/14705931231160835","DOIUrl":"https://doi.org/10.1177/14705931231160835","url":null,"abstract":"Bourdieu’s interrelated concepts of habitus and field have been deployed to theorise the unreflexive consumption practices characterising much of consumers’ everyday lives. Less is known, however, about the disruptive experience when habitus and field suddenly misalign – which Bourdieu terms ‘hysteresis’. We address this lacuna by studying smalahove (sheep’s head) consumption involving participant observation at a Norwegian smalahove farm – an unsettling space within the food consumption field that may challenge many consumers’ habitual ways of seeing, smelling, hearing, touching, and tasting meat. Our core contribution lies in introducing a dynamic conceptualisation of hysteresis, demonstrating how it fluctuates in consumption environments; intensifying and diminishing in intensity as the gaps between habitus and field open and close.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":"23 1","pages":"489 - 508"},"PeriodicalIF":0.0,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46733647","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}
Pub Date : 2023-02-12DOI: 10.1177/14705931231153194
Annmarie Ryan, Ingrid Stigzelius, O. Mejri, G. Hopkinson, Fairouz Hussien
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.
{"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}
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