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It is known that to encourage people to interact (e.g. sharing) with brands through social media, businesses create content in line with the expectations of their target audience. On these sites, however, such interaction by consumers is visible, contributing to their self-presentation, which can be seen by their wider network; some of whom will find it appropriate, others may not. Currently, little is known about the effects of consumers’ own diverse set of audiences on behavioral intention toward brand interaction and emotional effect. The paper aims to discuss these issues.

Survey methodology (n=386) was adopted to examine intention to interact with real brand posts.

Results show that the brand interaction is associated with social anxiety when it is felt that visible evidence of such actions is discrepant from the audience expectations. This, then, constrains the behavioral intention to interact with brands online.

For businesses to maximize brand interactions and minimize social anxiety, they must be mindful of not just the expectations of their target but also consider their target’s own network. For site designers, this research urges for greater refining of privacy tools and suggests the addition of a “Secret Like” option.

Encouraging visible brand interaction through social media is paramount for businesses. Managers focus only on their target audience when designing content but neglect to consider the self-presentational implications of interacting with branded content to wider networks. This paper shows that this must be considered to increase success and maintain ethical practice. This is of value for multiple-stakeholders, managers, users, site designers and academics.

Presents two relatively new (to marketing) qualitative research techniques, “narrative theory” and “dimensional analysis”, and highlights the contribution they may have for consumer research. Narrative analysis focuses on features, plots and configurations, whereas dimensional analysis uses as its foundation context, conditions and consequences which affect the outcome of the story. Addresses the divide between academic investigation and practitioner research and suggests that practitioners may benefit from developing theoretical frameworks to underpin data collection.

Reports on the use of subjective personal introspection. Offers a brief overview of subjective personal introspection and then describes the technique used to inform an ongoing piece of research that is being conducted into popular music consumption. Concludes by assessing the usefulness of the technique and highlights how it may be of use to practitioners.

Studies of marketplace cultures emphasize the benefits of communal consumption and explain the ways that brand managers can leverage subcultures and brand communities. The ephemeral and often non‐commercial nature of consumer tribes means that they are more difficult to manage. This paper, aims to suggest that a necessary pre‐requisite for understanding how to engage with consumer tribes is to identify how consumers become members of tribes.

Data are drawn from a five‐year ethnographic study of the archetypical club culture tribe that utilized a variety of data collection methods including participant observation and in‐depth interviewing.

The paper identifies “learning to be tribal” as a communal practice that occurs through three interconnected processes of engagement, imagination and alignment.

This paper makes three contributions: it clearly distinguishes between the three main forms of communal consumption found in the marketing literature; it identifies how consumer tribes are formed; and it questions received wisdom and shows how tribal theory can guide managers to offer products and services as learning resources that facilitate tribal practices.

The purpose of this paper is to question the taken for granted assumptions that underpin a liberal or lay view of consumer empowerment implicit to this special edition. In particular, the idea that it benefits consumers to have more choice is questioned.

The key constructs of Michel Foucault – disciplinary power, governmentality and technologies of self – are used to argue that people can never escape from the operation of power. Rather it is shown how power operates to produce consumers.

The liberal view of the empowerment of consumers through choice is questioned. Rather we suggest the opposite; that choice is a disciplinary power and that more and more choice can lead to choice paralysis. The contemporary phenomenon known as blogging is described as a Foucauldian technology of self. Managerial implications are discussed.

The value of a Foucauldian inspired theory of empowerment is that it represents a more sophisticated understanding of the fluidity of power relationships between producers and consumers than can be captured by a liberal view of power and empowerment.

This paper makes the case for the use of real diaries as an alternative methodology in marketing research. It is argued that Qualitative Diary Research (QDR) in marketing and consumer research is an innovative way to capture rich insights into processes, relationships, settings, products and consumers.

To illustrate the utility of QDR this paper explores the phenomenon of text messaging. One hundred and twenty two “texters” were recruited to maintain personal introspective diaries for 1 week; recording, not only each of their incoming and outgoing text messages, but also the personal thoughts that each communication initiated. The paper then offers a frame narrative that attempts to analyse, interpret and re‐present the embedded diary narratives.

This empirical analysis illustrates that ODR is particularly suited to exploring processes, relationships, settings, products, and consumers. It is shown how the arrival of a text message and its actual content can create: consumer excitement when text messages arrive, consumer pleasure when constructing and deconstructing sent and received text messages, and provides a facility to lie and attract the opposite sex. The downsides of texting were also explored, such as how consumers loath getting either too many or too few text messages.

ODR is a useful way of capturing genuine “thick description”. The use of real diaries presents an exciting methodological alternative for research in marketing and consumer behaviour.

To show how consumer researchers can learn from novels and analogous works of fiction.

Close reading of two recent novels, The Savage Girl by Alex Shakar and Jennifer Government by Max Barry.

The paper shows how works of fiction can be used as a intellectual resource by the consumer research community. It argues that fiction refreshed the parts that other research methods cannot reach.

Much depends on the caliber of the novels. Not every work of art is a work of genius. The article contends that consumer researchers need to move beyond singing the praises of fiction and, in pursuit of new paths to thick description, seek instead to novelise our findings. Or narrate them better at least.

Marketing practitioners might learn more from reading novels than the academic marketing literature.

There is nothing particularly original in the paper. It reiterates what several scholars have said already. The message is sufficiently important to warrant constant repetition, however.

Discusses ways in which qualitative techniques might be incorporated in quantitative research and quantitative techniques in qualitative research ‐ a transfer of techniques. Explores the use of neuro‐linguistic programming (NLP) and projective techniques in quantitative research. Reports the results of customizing a self‐completion questionnaire to a respondent’s preferred representational system (PRS). This application of NLP produced encouraging findings. Provides suggestions for further research. Describes an example of how NLP and projective techniques can benefit a quantitative study with a case study in which TRBI’s BrandWorks was used. Suggests that, although the adoption by qualitative researchers of techniques used in quantitative research focuses on computer applications, the recent academic interest in the use of text analysers has not been matched by practitioners. Discusses issues related to quality, validity, transparency and value, and reports the findings of a survey of the largest qualitative marketing research suppliers. Finally, examines the use of correspondence analysis and describes ways in which correspondence analysis might benefit the qualitative researcher.

Traditional notions of culture have become unicorns: assumed creatures of the past, whose authenticity seems increasingly doubtful. It is required of us to rethink the boundaries of culture and social science; to develop our understanding of interdependency and instability in cultural life. In order to incorporate possible discourses, the practice of research must also change. This paper discusses some problems associated with ethnography in global cultures.

I begin by presenting a brief history of ethnography as a method for investigating unconceptualised groups. Following this, through reference to my own research, I argue that the foundations of this methodology can be developed to include the broad networks of influences extant in contemporary cultures. To this end, I consider a solution that poses the researcher as a locus of investigation from which the relationships that construct a culture may be collated and interpretations built.

The research account I have presented tackles this issue, synthesising introspection, thick inscription, and thick transcription, and moving the researcher through a multi‐vocal, iterative, non‐linear process. Historical, technological and ideological influences come into play to negotiate between possible realities. Ethnography may place these realities into their broader political, social and personal contexts and continue yielding data for the theorisation of contemporary cultures.

The paper reassesses the experience of global culture with reference to the global surfing scene. It provides a practical solution to research in such cultures, and highlights the importance of a networked approach in the construction of adequate theory.