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The purpose of this paper is to explore the implications of the selfie for marketing management in the era of celebrity. The purpose is to show that the facilitation of the creative performance of consumer identity is a key element of the marketing management task for the media convergence era.

The paper uses the selfie, the picture of oneself taken by oneself, as a metaphor to develop a conceptual exploration of the nature of marketing in the light of the dominance of celebrity and entertainment in contemporary media and entertainment.

The paper suggests that marketing management in the era of convergence should facilitate consumers’ identity projects through participatory and engaging social media initiatives. Marketers must furnish and facilitate not only the props for consumers mediated identity performances, but also the scripts, sets and scenes, plot devices, cinematographic and other visual techniques, costumes, looks, movements, characterizations and narratives.

This is a conceptual paper that sketches out the beginning of a re-framed, communication-focussed vision of marketing management in the era of media convergence.

Marketing managers can benefit from thinking about consumer marketing as the stage management of consumer visual, physical, virtual, sensory and psychic environments that enable consumers to actively participate in celebrity culture.

This paper suggests ways in which marketing practice can emerge from its pre-digital frame to embrace the new digital cultures of consumption.

Empirical studies using the technology acceptance model (TAM) have mainly focussed on utilitarian technologies. The purpose of this paper is to extend the TAM in order to develop a more nuanced understanding of the family dynamic around video game acceptance within households.

This paper proposes a new and unique adaptation of the TAM to study the acceptance of hedonic technologies in the context of parents’/carers’ acceptance and integration of video games within family-life dynamics. This adaptation of the TAM attempts to shed light on the social influences and intrinsic motivations behind parents’ and carers’ intentions to purchase video games for their children’s consumption.

The usefulness of video games lies in how enjoyable and entertaining they are, and this seems to be influenced by the convenience and ease of use that ultimately affects the behavioural intention towards video games. Convenience of use brings in social influences on perceived enjoyment and on parents’ actual behaviour towards video games. Some social influences seem to play a direct role in affecting children’s behaviour towards video games.

The authors acknowledge that using Facebook as a tool for data collection has limitations attributed to selection bias. Another limitation is not giving voice to the children to account for their own subjective experience of video games and relying on their parents’ perceptions on the matter.

This study advocated extending TAM within a hedonic framework in the context of examining parents’/carers’ acceptance of video games, while re-validating past theories of TAM and introducing new contextual variables adapted to address hedonic technologies.

Empirical studies using TAM have focussed on the utilitarian nature of technologies and very few considered hedonic technologies. This study’s key contribution to research lies in explaining the effects of parents’ perceived enjoyment, ease of use and convenience on the intention to purchase and play video games. The findings feed into work on the ethics and developmental issues around the marketing of video games to and for children.

Takes a somewhat reflexive look at the politics of qualitative research in advertising and draws some analogies with academic research in marketing. The main basis for the discussion is a qualitative study of advertising which utilised a discourse analytic approach to dyadic depth interviews within a social, constructionist, ontological framework. The findings from the study drew attention to the political as opposed to epistemological problems of legitimisation for qualitative forms of understanding. Where qualitative forms of knowledge and understanding are considered legitimate, the social order of power relations within the organisation changes.

This paper aims to investigate children’s experience as consumers of video games and associated digital communication technology, and the role this experience may play in their evolving senses of identity.

Qualitative depth interviews and discussions were conducted in a convenience sample consisting of 22 children of both genders aged 6-12 years, parents and video games company executives in the southwest of the UK. The fully transcribed data sets amounting to some 27,000 words were analysed using discourse analysis.

The findings revealed the heightened importance that the knowledge of video games plays in children’s strategies for negotiating their nascent sense of identity with regard to peer groups, family relationships and gender identity. Video games were not only a leisure activity but also a shared cultural resource that mediated personal and family relationships.

The study is based on an interpretive analysis of data sets from a small convenience sample, and is therefore not statistically generalisable.

This study has suggested that there may be positive benefits to children’s video game playing related to aspects of socialisation, emotional development and economic decision-making. An important caveat is that these benefits arise in the context of games as part of a loving and ordered family life with a balance of activities.

The study hints at the extent to which access to video games and associated digital communications technology has changed children’s experience of childhood and integrated them into the adult world in both positive and negative ways that were not available to previous generations.

This research addresses a gap in the field and adds to an understanding of the impact of video games on children’s development by drawing on children’s own expression of their subjective experience of games to engage with wider issues of relationships and self-identity.

In this editorial viewpoint for the special issue, the authors identify a need to deepen our understanding of the important role that Asian consumer culture plays in the global marketplace of the twenty-first century.

This editorial article discusses the emergence of Asian consumer culture, offers an integrative summary of the special issue and develops several key directions for future research.

The authors observe that Asian consumer culture is not a coherent knowledge tradition that can be described merely as “collectivist” or “Confucianist” in nature. Rather, it is better understood as the confluence of cultural traditions that are characterized by inner differentiation and complexity, various transformations and mutual influences in the Asian region and beyond.

Although Asia’s economic growth has received much recent attention, extant theory regarding Asian consumer culture is still in its infancy. The authors highlight important developments in this area that show the path for future work.

The authors make three contributions to the emerging scholarly interest in Asian consumer culture. First, the authors respond to recent calls to increase the use of qualitative methods in Asian contexts. Second, the authors draw attention to the cultural complexities and mutual influences that characterize contemporary Asian consumer cultures, and subcultures in the Asian region and beyond, through the selection of articles for this special issue. Finally, the authors draw the threads together to provide directions for future research in this area.

The purpose of this paper is to deepen and add nuance to previous explorations of the voter‐consumer analogy in order to generate new insights into wider applications of the marketing concept.

A conceptual analysis is supplemented and enriched with insights from a non‐representative case of voter responses to political advertising.

Findings suggest that limitations to the voter‐consumer analogy revolve around the differing contexts of marketing in each case and reflect differing audience responses at the micro‐level.

The empirical component of this study is not representative or generalizable. However, it is used not to verify generalizations but to add qualitative insights to the conceptual discussion. Findings suggest that research which applies the marketing concept to non‐commercial settings, especially political marketing but also possibly extending to social marketing, non‐profit and public sector marketing, should be cautious in assuming that consumers of non‐commercial marketing respond in the same way to marketing initiatives as consumers of commercial marketing.

The research has implications for the application of the marketing concept in political and other non‐commercial contexts.

The application of the marketing concept in non‐commercial settings as well as commercial settings has become so common it is often taken for granted. Yet the behaviour, attitudes and responses of consumers in these different settings may diverge in important ways at the micro‐level. Explorations of the applicability of the marketing concept in different settings are relatively rare and this paper adds a previously unpublished empirical aspect to an original conceptual analysis which aligns secondary research from disparate sources in political science and cultural studies as well as marketing.

The purpose of this paper is to contribute to a more nuanced understanding of Asian consumer culture by exploring how hungry ghost death ritual in the Buddhist world reconciles spiritual asceticism and materialism.

This is an interpretive study that incorporates elements of visual semiotics, ethnography and qualitative data analysis. The native-speaking first author interviewed local ritual leaders of the Pee Ta Khon festival in Dansai, Thailand, while both authors witnessed examples of other Buddhist death rituals in Thailand and visited temples and markets selling death ritual paraphernalia. Data include translated semi-structured interview transcripts, field notes, photographs and videos, the personal introspection of the first author and also news articles and website information.

The paper reveals how hungry ghost death ritual resolves cultural contradictions by connecting materialism and spirituality through consumption practices of carnival celebration with feasting, music, drinking, costumes and spirit offerings of symbols of material wealth, such as paper money and branded goods.

Further research in the form of full ethnographic studies of the same and other rituals would add additional detail and depth to the understanding of the ritual in Asian consumer culture.

The paper extends existing qualitative consumer research into death ritual into a new area and sheds light on the way managers must locate Asian marketing initiatives within distinctively local contexts.

This study sets out to make in‐depth comparisons between major political campaigns in the UK and Taiwan, and generate contemporary insights into the creative development process, the working relationships between campaign managers and professional agencies, and the “spin doctor” phenomenon, all through the eyes of very senior professionals.

Material gathered in “élite interviews” was subjected to interpretive analysis and synthesised with secondary data and the findings of an extensive literature review.

The putative Americanization of political marketing has not been as complete as some authors suggest, but one of its features was an important element in campaign development in both countries: the centrality of the party leader's persona in an image‐building strategy. The culture and history of the party were an important determinant of the style of the campaigns examined. It was generally agreed that political marketing and advertising have been strongly influenced by commercial branding, though important differences remain.

Despite the richness of the data and the authority of the respondents, the small number of willing participants in the study limits the scope for generalisation.

The findings offer usable insights into the creative development process and the nature of client‐agency relationships, in political campaign planning.

The paper contributes the first expert‐insider perspective in published studies and commentaries concerning political marketing literature. It cuts across disciplines of political science, communication, management, marketing and advertising, and may contain lessons for marketing planners in other non‐commercial contexts.

Narrative accounts of subjective consumer experience are, in one form or another, a staple of qualitative market research. They have an obvious connection with the literary form of creative non‐fiction (CNF), yet this connection has rarely been explored. Based on the assumption that writing craft is a neglected yet fundamental part of qualitative research practice, this paper seeks to contribute a new, literary‐based perspective to the interpretive turn in qualitative market research.

The paper draws on a range of extant literature to draw out the distinguishing features of CNF, placing these in juxtaposition to biographical and narrative auto‐ethnographic consumer research. The overall aim is to begin to detail the particular qualities of writing that might contribute to better qualitative research. To assist in this quest the attempts at scholarly discussion in the paper are interpolated with a series of digressive interludes written in an auto‐biographical CNF style. These interludes are intended to exemplify aspects of the interpretive research mentality.

This is a conceptual paper seeking to draw attention to and develop a relatively neglected research agenda. The concluding reflections suggest some tangible consequences of this research. The paper suggests that a stronger focus on research writing craft through CNF can liberate the imagination of research respondents and enrich the analysis of narrative forms of qualitative data.

This paper addresses the vast area of narrative‐based qualitative research from a perspective which will be entirely new to many researchers and practitioners. It suggests tangible benefits that this new perspective could bring to the work of each.

I’m sorry, I’d really like to oblige but I cannot subject my precious paper to the brutal textual reductionism that is abstractisation. Aren’t abstracts most interesting for all they don’t say? Isn’t an abstract merely a textual device of indexicality, shouting and pointing “here is a paper” just like the disingenuous “last petrol before motorway” signs one learns never to believe because they really meant “last petrol before motorway” (not counting the other six petrol stations after this one). All you need to know, fellow marketing academics, is that you simply must read this commentary because, hey, you’re in it.