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Digital markets are increasingly constructed by an interplay between (non)human market actors, i.e. through algorithms, but, simultaneously, fragmented through platformization. This study aims to explore how interactional dynamics between (non)human market actors co-codify markets through expressive and networked content across social media platforms.

This study applies digital methods as cross-platform analysis to analyze two data sets retrieved from YouTube and Instagram using the keywords “sustainable fashion” and #sustainablefashion, respectively.

The study shows how interactional dynamics between (non)human market actors, co-codify markets across two social media platforms, i.e. YouTube and Instagram. The authors introduce the notion of sticky market webs of connection, illustrating how these dynamics foster cross-platform market codification through relations of exteriority.

Research implications highlight the necessity to account for all involved entities, including digital infrastructure in digital markets and the methodological potential of cross-platform analyses.

Practical implications highlight considerations managers should take into account when designing market communication for digital markets composed of (non)human market actors.

Social implications highlight the possible effects of (non)human market co-codification on markets and consumer culture, and corresponding countermeasures.

This study contributes to an increased understanding of digital market dynamics by illuminating interdependent market co-codification dynamics between (non)human market actors, and how these dynamics (de)territorialize digital market assemblages through relations of exteriority across platforms.

The purpose of this paper is to examine the motivations behind online video content creation on services such as YouTube and Twitch. These activities, performed by private individuals online, have become increasingly monetized and professionalised through the accessible tools provided by video sharing services, which has presented a noteworthy manifestation of the increasing merger of the work and leisure within digital environments and the emergence of a hybrid form of work and play, playbour.

The data for the study were collected using an online survey of 377 video content creators and it was analysed via structural equation modelling.

The findings of the study indicate that although the practice of video content creation is becoming more commercialised and professionalised, the extrinsic motivations, often associated with work (e.g. income, prestige), remain less significant drivers for content creation than intrinsic motivations (e.g. enjoyment, socialisation), which are associated with leisure activities.

This study offers insight into how the authors have begun to reorganise the position in the new digital labour culture, where monotonous tasks are increasingly automated, allowing room for intrinsically driven playful labour to develop within the leisure activities.

Product trials are an effective way to influence consumer attitudes. While research has established several factors that influence whether consumers will try a product or not, it is less understood how marketers can optimize the trial experience itself. The purpose of this paper is to explore flow as an optimal state and the factors that give rise to it during a product trail.

This research consists of three experimental studies in which people trial new music. This paper explores the ability of curiosity to optimize consumers’ flow experience during the trial and their attitudes toward the trialed product. This paper manipulates curiosity before the trial using information about the music (Study 1) and music previews (Study 3) and also demonstrates that curiosity is naturally elevated among those high in openness to experience (Study 2).

The results demonstrate that curiosity before a product trial fosters an optimal experience during the trial in the form of flow states, defined as an enjoyable state of full engagement, which in turn mediates more positive attitudes toward the trialed product. This paper demonstrates that curiosity can be evoked using product information or a preview of the content and can vary based on individual differences in openness to experience. The relationship between curiosity and flow is moderated by the valence of the information that is used to elicit curiosity, such that negative-valence information thwarts the relationship.

While the studies conducted by the authors focus on the positive influence of curiosity in the trial of music, the effects may be different for other products. These studies are also limited to two different manipulations of curiosity.

This research has implications for marketers, as it demonstrates the relevance of flow and how to enable it in product trials to optimize effectiveness. The manipulations also demonstrate how to manage the amount of information that is given to consumers before they trial a product.

This research reveals that flow states optimize the product trial experience. This research also advances the understanding of the relationship between curiosity and flow by moderating their relationship with the valence of information that elicits curiosity. The findings also broaden the relevance of curiosity and flow in marketing by demonstrating their benefits within product trials.

The adoption of digitalization and sustainability is key phenomenon that has changed perception and behaviors of people recently. As there is a rising power of digital communication by social media platforms, there is higher interaction between people globally. In addition, consumers can influence each other to adopt new consumption pattern. At this point, this paper aims to examine the role of green women influencers on promoting sustainable consumption patterns via social media platforms.

This study employed qualitative research method. The study included four top-lists for green/sustainable social media influencers as a sample case. Then, the data were analyzed by descriptive content analysis. To determine the role of green women influencers in sustainable consumption, this study used classification and categorization technique through descriptive content analysis.

The study indicates that green women are seen as a primary social media influencer because of promoting sustainable consumption patterns in general. Especially, green women have more power to change consumption patterns via digital platforms. Green women social media influencers, who are micro-celebrities, share primary contents such as sustainable fashion, green foods, sustainable travel, sustainable lifestyle, conscious choices, green cosmetics and zero waste life to promote sustainable consumption patterns. Women social media influencers are much more effective than men influencers to transform society's consumption behaviors into sustainable consumption patterns.

The study provides some qualitative findings based on the selected four top-listed green social media influencers by different social media platforms. Future studies can find out different results based on different sample cases and employ quantitative research methodology.

The study suggests policymakers to cooperate with green women social media influencers to achieve sub-targets of 2030 Sustainable Development Goals (SDGs). Especially, it is suggested to cooperate with micro-celebrities or Internet celebrities to promote sustainable consumption patterns.

The study proves that women social media influencers have the essential role in promoting green/sustainable consumption patterns via digital platforms. In addition, green women influencers can guide their followers to adopt sustainable consumption patterns.

The purpose of the study is to understand how the consumption of online pornography runs through fantasy, discourse and the exercise of female sexuality.

First, the study analyzed a few information obtained from a secret group of the social media Facebook. Secondly, the research was developed based on the information gathered during the observation period; 11 in-depth interviews were conducted with women that participated in the aforementioned group. In order to analyze the data, the study used the French discourse analysis as methodological tool.

It was possible to realize that the consumption of pornographic content is motivated by curiosity, pursuit of variety and sexual fantasies, and it ends up strengthening stereotypes related to the concept of beauty and body standards. Also, the consumption of pornography can be seen as an important feature in the reformulation of perceptions and creation of senses related to pornography itself, pleasure, self-knowledge and in the constitution of the subjectivities of the consumers, despite the influence of the cultural context in which they are inserted into.

The consumption of online pornography can be seen as an important “social operator”; that is, the consumption of pornography reflects and refracts what is socially established as beautiful and adequate in terms of the human figure. The outcomes of this research lead to debates that can challenge standardized world perspectives, besides expanding the discussion of such consumption made by women.

Taking into consideration the significant volume of pornography consumption and the high figures that this market indicates, one can notice that literature related to consumption studies has neglected this specific theme.

Recent research has demonstrated that people are more likely to engage with fatty food content online. One way health advocates might facilitate engagement with healthier, calorie-light foods is to alter how people process food media. This research paper aims to investigate the moderating role of viewer mindset on consumer responses to digital food media.

Two experiments were conducted by manipulating the caloric density of food media content and/or one’s mindset before viewing.

Results show that the relationship between nutrition and engagement is moderated by consumer mindset, where activating a more calculative mindset before exposure can elevate social media engagement for calorie-light food media content.

These findings contribute to the domain of obesogenic digital environments and the role of nutrition in consuming food media. By examining how mindsets interact with affective evaluations, this work demonstrates that a default mindset based on instinct can be shifted and thus alter subsequent behavioral intentions.

This work provides insight into what can boost the visibility and engagement of healthy food content on social media. Marketers can help promote healthier food media by cueing consumers to think more deliberately before exposure.

This research builds on recent work by demonstrating how to boost engagement with healthy foods on social media by cueing a more thoughtful mindset.

This paper presents an in-depth investigation on how brands may concur to the co-creation of consumers’ experiences. In particular, the purpose of this paper is to clarify the main types of co-created experiences that consumers may encounter as a result of social media brand communities.

To identify the main types of co-created experiences, a digital investigation has been used as the main method of analysis. The authors draw their digital investigation on the digital methods paradigm.

Four principal types of co-created experiences have been identified and conceptualized, namely, brand’s products’ individual usage experiences, auto-celebrative experiences, brand’s products’ communal usage experiences and collective celebration experiences.

Results stress the importance for brand strategists to involve members of social media brand communities to stimulate co-creation experiences. Specifically, it emerges that the simultaneous interaction among members of the community and the brand may directly affect co-creation experiences.

La presente investigación se propone analizar en profundidad cómo las marcas pueden estar de acuerdo con la co-creación de las experiencias de los consumidores. En particular, el objetivo de la investigación es aclarar cuáles son los principales tipos de experiencias co-creadas que los consumidores pueden experimentar debido a su participación en las comunidades de marcas de redes sociales.

Para hacerlo, en primer lugar, se han identificado los factores que influyen en la co-creación de las experiencias de los miembros de las comunidades de marcas. En particular, el punto de partida de esta investigación está representado por el papel de otros consumidores y de la marca en la co-creación de experiencias. Con el fin de identificar los principales tipos de experiencias co-creadas, se ha utilizado una investigación digital como el principal método de análisis. Dibujamos nuestra investigación digital en el paradigma de Métodos Digitales.

Se identificaron y conceptualizaron cuatro tipos principales de experiencias co-creadas.

Los resultados enfatizan la importancia de que los estrategas de marca involucren a los miembros de las comunidades de marcas de medios sociales para estimular la co-creación de experiencias. Específicamente, surgió cómo la interacción simultánea de otros miembros de la comunidad y la marca puede afectar la co-creación.

Co-creación de valor, Comunidades de marca, Experiencias de los consumidores, Experiencias co-creadas, Investigación digital, Marketing experiencial

This study aims to examine adolescents’ social media environment connected to unhealthy food marketing. As social media have become a ubiquitous part of young people’s everyday lives, marketers have also shifted their focus to these channels. Literature on this phenomenon is still scarce and often takes a quite narrow view of the role of marketing in social media. Furthermore, the experiences of the adolescents are seldom considered.

Using a sociocultural approach and netnographic methodology, this study presents findings from a research project conducted in Finland. The data consist of both social media material and focus group interviews with adolescents.

The findings elaborate on unhealthy food marketing to adolescents in social media from two perspectives: sociocultural representations of unhealthy foods in social media marketing and social media influencers connecting with adolescents.

The study broadens and deepens the current understanding of unhealthy food marketing to adolescents taking place in social media. The study introduces a novel perspective to the topic by looking at it as a sociocultural phenomenon.

This study develops a modified food-related lifestyle (FRL) instrument to analyse Kosovo consumers' fruit consumption behaviour and attitudes.

The research study is based on a structured questionnaire designed using a reduced version of the FRL instrument, including evaluation factors related to fruit consumption, which is useful to describe a fruit-related lifestyle. Data were collected through a face-to-face survey with 300 consumers in three main cities in Kosovo. A principal component analysis (PCA) with Varimax rotation and Kaiser Normalisation was performed to interpret and investigate fruit-related lifestyles. Cluster analysis was performed to analyse market segments, using the identified factors obtained from the PCA, a hierarchical clustering algorithm with a Ward linkage method and the K-means clustering technique.

Consumption behaviour is motivated by health concerns (perceived), fruit (nutrition) content and consumption habits. Four distinct consumer clusters were identified based on the fruit-related lifestyle instrument and analysed considering the different fruit purchase and consumption behaviour, attitudes towards health, quality, taste and safety.

The authors adapted a survey tool based on a reduced FRL instrument to elaborate a specific survey instrument suitable to describe the fruit-related consumer's lifestyles. The instrument was not designed according to the standard scales design procedure, but it is a first step towards creating a fruit-related lifestyle instrument.

The fruit-related lifestyle instrument can be used in studies focused on fruit consumer segmentation. Results provide insight into fruit marketing and distribution companies, which can adjust their marketing strategies and customer-oriented initiatives tailored for specific consumer segments. Results can be useful also for policymakers to promote increased fruit consumption.