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Prelims

New Perspectives on Critical Marketing and Consumer Society

ISBN: 978-1-83909-557-3, eISBN: 978-1-83909-554-2

Publication date: 1 March 2021

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(2021), "Prelims", Ritch, E.L. and McColl, J. (Ed.) New Perspectives on Critical Marketing and Consumer Society, Emerald Publishing Limited, Leeds, pp. i-xviii. https://doi.org/10.1108/978-1-83909-554-220211019

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Emerald Publishing Limited

Copyright © 2021 Emerald Publishing Limited

Half Title

New Perspectives on Critical Marketing and Consumer Society

Title Page

New Perspectives on Critical Marketing and Consumer Society

Edited by

Elaine L. Ritch

Glasgow Caledonian University, UK and Julie McColl

United Kingdom – North America Japan – India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2021

Copyright © 2021 Emerald Publishing Limited

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No part of this book may be reproduced, stored in a retrieval system, transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without either the prior written permission of the publisher or a licence permitting restricted copying issued in the UK by The Copyright Licensing Agency and in the USA by The Copyright Clearance Center. Any opinions expressed in the chapters are those of the authors. Whilst Emerald makes every effort to ensure the quality and accuracy of its content, Emerald makes no representation implied or otherwise, as to the chapters’ suitability and application and disclaims any warranties, express or implied, to their use.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-83909-557-3 (Print)

ISBN: 978-1-83909-554-2 (Online)

ISBN: 978-1-83909-556-6 (Epub)

Acknowledgments

We would like to acknowledge our colleagues who contributed to this edited book with their insightful reflections and critical thinking around their topics of expertise.

We would also like to acknowledge the many interesting conversations that we have with our colleagues and students that enhanced and stimulated our own insight and reflection.

Contents

List of Tables xi
List of Figures xii
List of Images xiii
Abbreviations xv
Biographies xvii
CHAPTER 1: Introduction
Julie McColl and Elaine L. Ritch 1
THEME 1: Disruption and the Digital Landscape 7
CHAPTER 2: Disruptive Innovation
Elaine L. Ritch and Julie McColl 9
CHAPTER 3: The Changing Landscape of Consumerism – Advancing the SOR Framework of Stimuli that Encourages Impulsive Online Consumption
Fiona Keegan, Elaine L. Ritch and Noreen Siddiqui 23
CHAPTER 4: Customer–Company Relationships: The Key Dimensions and Leveraging Social Media to Build Relationships
Nilay Balkan 39
CHAPTER 5: The Evolution of Big Data in Marketing: Trust, Security and Data Ownership
Julie McColl and Elaine L. Ritch 53
CHAPTER 6: Social Media, Social Comment and the Moralising Media-scape
Lindsey Drylie Carey, Mary Irwin and Jennifer Anne Yule 63
THEME 2: Pseudo Modernity and Co-creation of Experiences 73
CHAPTER 7: Pseudo Modernity
Elaine L. Ritch and Julie McColl 75
CHAPTER 8: The Customer Engagement Journey: Establishing Propositions
Cara Connell, Ruth Marciniak and Lindsey Drylie Carey 89
CHAPTER 9: The Use of Retail Spaces as Examples of Disruption Innovation
Ruth Marciniak 101
CHAPTER 10: Social Shopping: Implications for Store Retailing
Noreen Siddiqui 113
CHAPTER 11: Experiencing the Experience Economy
Jenny Flinn 129
THEME 3: Evolutionary Societies and ‘Woke’ Branding 143
CHAPTER 12: Brand Purpose and ‘Woke’ Branding Campaigns
Julie McColl, Elaine L. Ritch and Jennifer Hamilton 145
CHAPTER 13: Woke Awareness for Sustainability
Elaine L. Ritch and Julie McColl 155
CHAPTER 14: The ‘Race to the Bottom’: Moving Closer to Home?
Elaine L. Ritch and Julie McColl 171
CHAPTER 15: Inclusive Identities: Challenging Socially Constructed Perceptions of Femininity, Masculinity and Sexuality in Marketing
Elaine L. Ritch and Christopher A. Dodd 183
CHAPTER 16: A Platform for Empowerment: Social Media and the Social Diffusion of the #MeToo Movement
Stephanie Nicholson, Julie McColl and Elaine L. Ritch 199
CHAPTER 17: Concluding Comments and Future Directions Post Covid-19
Elaine L. Ritch and Julie McColl 209
Index 221

List of Tables

Table 3.1 Impulse Buying Frequencies 29
Table 3.2 Fashion Involvement 29
Table 3.3 Emotions Experienced When Purchasing Fashion Online 30
Table 3.4 Online Environmental Stimulus 31
Table 3.5 Online Marketing Stimulus and Impulse Purchasing of Fashion 32
Table 4.1 Definition of the Customer Variables Relationship Marketing 41
Table 4.2 Social Media Characteristics Supported by Relationship Dimension and Relationship Marketing 47
Table 8.1 Tenets of Ce From a Consumer Behaviour and Relationship Marketing Theoretical Perspective 95
Table 9.1 Lefebvre’s Spatial Triad 104
Table 9.2 Lefebvre’s (1991) Spatial Triad Applied to Retail Space 105
Table 13.1 The Two Cognitive Choice Systems 161

List of Figures

Fig. 3.1 Stimulus–Organism–Response Framework 26
Fig. 3.2 Revised Stimulus–Organism–Response Framework 33
Fig. 7.1 The key characteristics of postmodernity 80
Fig. 7.2 The key characteristics of pseudo-modernity 85
Fig. 8.1 The CE Journey 95
Fig. 9.1 The Misguided Sofa: Capitalising on Shoppers Reappropriation of Lived Retail Space 107
Fig. 9.2 Misguided Designing Retail Space to Respond to Shoppers’ Needs 108
Fig. 9.3 Misguided Purposely Designed Retail Space to Encourage Selfie Taking 108
Fig. 10.1 Use of Social Media by Generational Cohorts 117
Fig. 10.2 Fashion consumer segments 119
Fig. 10.3 Social shopping for fashion consumers within retail stores 121
Fig. 11.1 The progression of economic value 130
Fig. 11.2 The Four Realms of Experience 135
Fig. 13.1 Sustainability framework 156
Fig. 13.2 Planetary Resources are finite 157
Fig. 13.3 China’s Middle Class as per cent of urban households 158
Fig. 13.4 Sustainability discourse 159
Fig. 13.5 Nudge theory 160
Fig. 14.1 Cognitive dissonance 174
Fig. 14.2 The self-perpetrating cycle Capturing the Race to the Bottom 178
Fig. 16.1 The Diffusion of Innovations 201

List of Images

Image 2.1 The Berlin Campaign that did not welcome Google to the city 15
Image 2.2 Lena library in Amsterdam, where you can borrow clothes 17
Image 2.3 Designer creating clothes that grow with the kid from 9 months to 4 years 18
Image 5.1 The four Vs of big data 57
Image 7.1 Postmodern example of art – Tracey Emin ‘My bed’ 1998 77
Image 7.2 Postmodern example of art – ‘Fountain’ by Marcel Duchamp 78
Image 7.3 Examples of postmodern business models Innocent drinks and fruit towers 79
Image 11.1 Cereal Killer Café, Camden 132
Image 11. 2 House of Vans Presents A day to remember 137
Image 11. 3 Paper to print An exhibition by Sean Cliver and Todd Bratrud – House of Vans 138
Image 13.1 Fly urinal 163
Image 13.2 Encouraging disposing litter and recycling 164
Image 13.3 Encouraging using the stairs: Tokyu Hands Shibuya 164
Image 13.4 Glasgow Caledonian University ‘nudge’ to encourage students to use the hand dryer rather than toilet paper to dry their hands 165
Image 13.5 ECOALF – Turning ocean waste into clothing 166
Image 15.1 A Kick Right in the Stereotypes 190
Image 15.2 I kick balls. Deal with it. 190
Image 15.3 Pharrell Williams Adidas campaign 191
Image 17.1 ‘You Can Still Dunk in the Dark’ 214
Image 17.2 Isolation life 215

Abbreviations

  • CE – Customer Engagement

  • CSR – Corporate Social Responsibility

  • DSP – Dominant Social Paradigm

  • MNO – Multi-national Organisation

  • NEP – New Environmental Paradigm

  • NGO – Non-government Organisation

  • SOR – Stimulus–Organism–Response Framework

  • USP – Unique Selling Proposition

Biographies

Nilay Balkan was awarded her PhD in 2020, in which she investigated the social media usage of micro businesses in building relationships and communities and the impact of this on social media engagement. She is currently a Lecturer in Marketing and Course Leader for ‘Marketing Campaign Development and Research Tactics’ and ‘Marketing Management’. Her research interests include branding, strategic marketing, entrepreneurship and marketing in SMEs.

Cara Connell is a Lecturer in Fashion Marketing Communication and a Programme Leader for BA (Hons) International Fashion Branding at Glasgow Caledonian University. Her current research interests include customer engagement and marketing communication specifically within the fashion and luxury sectors.

Christopher A. Dodd, PhD CPsychol AFBPsS, is a Consumer Psychologist with a particular interest in the social, psychological and experiential aspects of consumption, whose research and teaching are informed by a focus upon people and their relationships within social and physical environments. He is a Chartered Psychologist and Associate Fellow of the British Psychological Society.

Lindsey Drylie Carey is a Senior Lecturer in Marketing and Research Methods from Glasgow Caledonian University. Her research interests cover the area of sustainability in the context of creative industries. She has published in the areas of communication, educational development and intercultural competence, and commented on consumer issues within the national and international press. She most recently contributed to the book Understanding Luxury Fashion, published by Palgrave Macmillan in 2020.

Jenny Flinn is a Lecturer in Events Marketing at the University of the West of Scotland. She is an experienced academic having worked in events management education for over 15 years leading programmes at undergraduate and postgraduate levels. Her research interests lie in the experiential aspect of events and festivals.

Jennifer Hamilton completed a BA (Hons) in Criminology while contributing to the ‘Woke Branding’ research in 2019. She is now working with primary care networks to promote the use of business analytics within healthcare settings to improve the provision of care.

Mary Irwin was most recently Senior Lecturer in Media and Communication at Northumbria University Newcastle and is currently Honorary Research Fellow in Media and Communication at Queen Margaret University, Edinburgh. She has published extensively in the fields of TV Studies and Cultural Studies. She is currently writing a monograph on TV Romantic Comedy Love Wars: TV Romantic Comedy (Bloomsbury, 2022) and is co-editing a collection on British TV comedy This Country: British Screen Comedy Cultures (Palgrave, 2021).

Fiona Keegan is an experienced marketer and two times graduate of Glasgow Caledonian University. She has a passion for understanding consumer behaviour, which has been demonstrated in both her private and public sector works. She resides in Glasgow with her husband, four children and their dog, and her main hobby is interior design.

Ruth Marciniak is a Senior Lecturer and Senior Teaching Fellow in the British School of Fashion at Glasgow Caledonian University (GCU), with expertise in the field of fashion, branding, digital marketing and retailing. Based at GCU London, she is the Programme Leader for MSc Fashion and Lifestyle Marketing.

Julie McColl is an academic working across a number of universities in the UK.  She has worked in the higher education sector for over twenty years and has held positions as Deputy Dean at York Business School and Assistant Head of Department at Glasgow Caledonian University.

Stephanie Nicholson graduated from Glasgow Caledonian University in 2019 with a BA(Hons) in International Marketing. Her dissertation investigated the impact of modern social movements, focussing on #MeToo – a topic she is passionate about. After graduating, she completed a marketing internship with a global organisation, she currently works as a Marketing Executive for a marketing agency in Glasgow.

Elaine L. Ritch is a Senior Lecturer in Marketing and Programme Leader for the International Marketing UG programme at Glasgow Caledonian University. Her research focuses on fashion, retailing, consumer behaviours, consumer culture, and sustainability practices, from industry perspectives to consumer practice. Elaine leads on two modules: New Perspectives in Critical Marketing and Consumer Society (level 4) and Marketing, Design and Creativity (level 1) and has a Higher Education Fellowship.

Noreen Siddiqui is a Senior Lecturer in the Department of Fashion, Marketing Tourism and Events located within the Glasgow School for Business and Society at Glasgow Caledonian University, with expertise within digital marketing and retailing. Her PhD was in the development of Internet retailing by High Street fashion retailers. She is currently the Programme Leader for MSc Marketing and supervises PhD students in the area of digital marketing communications.

Jennifer Anne Yule is a Lecturer in Marketing at the University of Edinburgh. Prior to this position, she was a Faculty in the Marketing Department at Northeastern University in Boston and the University of Stirling. She has published widely in the field of social marketing with specific interests in health and wellbeing and food.

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