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1 – 10 of over 24000This study aims to examine digital consumer culture and behavior in the community, namely, 180° Movement Digital Training Center (DTC), in Jakarta, Indonesia. It aims to describe…
Abstract
Purpose
This study aims to examine digital consumer culture and behavior in the community, namely, 180° Movement Digital Training Center (DTC), in Jakarta, Indonesia. It aims to describe the dynamics of digital consumer culture in contemporary society, particularly as experienced by the youth community in Jakarta in the context of socio-technology relations and incorporates it into the diagram of digital consumer culture network.
Design/methodology/approach
This research uses a constructivist qualitative approach and socio-technical relation analysis through actor-network theory and digital consumer culture.
Findings
The study finds that the individual model of digital consumption is constructed through the process of problematization, interessement, enrollment and mobilization of individuals. It generates a culture in which consumers are constantly up to date with high-intensity information, but within increasingly shorter timeframes, while also considering principles of affordability, needs, desires and satisfaction. The network of digital consumer culture construction among informants is peculiar and unstable.
Research limitations/implications
The study of digital consumer culture within the 180° Movement DTC community highlights how consumer behaviors of its members are facilitated and interconnected within a digital cultural network. However, this research is constrained by the dialectical interplay between Christian principles and the emerging values of consumer culture, a result of the scarcity of theoretical resources and information. This study also provides a specific contribution as a foundation for mapping the volatile digital consumer culture for researchers.
Practical implications
Understanding the socio-technological relationships and consumption behavior of the youth community could help digital platforms tailor their services more effectively. It could also guide the 180° Movement DTC in developing programs that resonate with the youth, bridging the gap between the physical and virtual realms. Ultimately, this could lead to a more engaged and digitally literate society.
Social implications
This study contributes to a broader societal understanding of how digital technology is shaping consumer behavior and identity within youth communities, which can influence social dynamics and interactions. It provides insights into the potential social impacts of digital technology, such as changes in relationships, communication patterns and self-perception, informing societal discourse on digital culture.
Originality/value
In addition to presenting socio-technological analysis on Indonesian consumer culture using actor-network theory, some also show that studies on digital connectivity ambivalence that concern the relationship between humans as actors and non-humans as actors have become one of the popular sociology studies at present.
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Tsung-Sheng Chang and Wei-Chieh Liu
Digital games have not only surged in popularity but also have sparked a renaissance, catapulting virtual adventures into the realm of cultural phenomena. It has spilled over as…
Abstract
Purpose
Digital games have not only surged in popularity but also have sparked a renaissance, catapulting virtual adventures into the realm of cultural phenomena. It has spilled over as countless individuals find themselves drawn to the tangible pieces of the worlds they love, mulling over the procurement of game merchandise and memorabilia. These items are more than mere collectibles; they are emblems of unwavering enthusiasm for game culture. This study employs the consumer culture theory (CCT) to investigate game players’ propensity to purchase merchandise products.
Design/methodology/approach
In this study, social media and online forums were used to collect samples from Taiwan, obtaining 311 valid responses. Partial least squares (PLS) was employed to analyze the research model.
Findings
The findings underscore the significance of loyalty as a critical factor affecting individuals’ ethnocentrism and cosmopolitanism attitudes, which also significantly impact the likelihood of players purchasing game merchandise products.
Originality/value
Based on CCT, this study explores game players’ willingness to purchase game merchandise. In Asia, transforming digital game content into peripheral products is a marketing strategy. This study holds practical and academic implications, contributing to the advancement of research in this field.
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The purpose of this paper is to understand the consumption and demand of Chinese citizens for public digital culture, and make suggestions for government-supported public digital…
Abstract
Purpose
The purpose of this paper is to understand the consumption and demand of Chinese citizens for public digital culture, and make suggestions for government-supported public digital culture providers.
Design/methodology/approach
Through a questionnaire survey, this study investigates the provision of public digital cultural services (PDCS) from the perspective of consumption and demands.
Findings
The results indicate: the Chinese populace as a whole had low expenses on digital cultural services, and had not effectively utilized them to support their own development; significant disparities exist between demographics, particularly between urban and rural residents; the populace were strongly interested in participation in public digital culture, but the services had low actual utilization rates; and the services had been unable to meet the users’ quality-related demands.
Originality/value
The first study to approach the provision of PDCS from the side of consumption and user demand.
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As a result of increasingly pervasive public social media use over the past decade, brands and marketers have begun to use internet memes as digital advertising vehicles, with…
Abstract
Purpose
As a result of increasingly pervasive public social media use over the past decade, brands and marketers have begun to use internet memes as digital advertising vehicles, with some using specialized professionals to create memetic ad content. Despite this, little scholarly research on the phenomenon has appeared. This study aims to provide exploratory evidence for how older members of Generation Z (Gen-Z), a digitally native cohort, perceive and regard brands’ use of internet memes as advertisements.
Design/methodology/approach
A series of six focus groups conducted with older Gen-Z undergraduates at a large Western US university yields consonant and dissonant beliefs and perspectives about this emergent and conceivably powerful advertising and marketing practice.
Findings
Participants express that memetic advertising has potential for nonserious, lighthearted brands with a consistent social media presence but less potential for serious brands or brands that try to appropriate meme culture for financial gain. The importance of humor, cultural narratives and social connections as they relate to internet meme culture is inherent in these discussions.
Originality/value
This study joins a small body of work examining the effectiveness, viability and limitations of memetic advertising as an online advertising venture. Implications and prescriptive advice are offered.
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Sorush Sepehr, Jamie Carlson, Philip Rosenberger III and Ameet Pandit
Social media has transformed communication possibilities for immigrant consumers with their home country in their acculturation efforts. However, the acculturative outcomes of…
Abstract
Purpose
Social media has transformed communication possibilities for immigrant consumers with their home country in their acculturation efforts. However, the acculturative outcomes of consumer interactions with the home country through social media are largely overlooked in previous research. This study aims to investigate the acculturative processes and outcomes resulting from interacting with the home country through social media.
Design/methodology/approach
A netnographic approach is used to collect data from a social media platform that provides an interactive social context in which Iranian immigrants in Australia share their experiences of immigration with non-immigrants who are considering and planning to migrate to Australia.
Findings
Findings show how both immigrants and non-immigrant users via social media reflexively contribute to the formation of two competing collective narratives, namely, the dominant, romanticizing narrative and counter, pragmatic narratives. Findings highlight how notions of the home and host countries, and the idea of migrating from home to host, are constructed as the result of the circulation of the dominant and counter narratives. Further findings include how these two collective narratives come into play in the formation of three acculturative outcomes, namely, self-validating, ordinary experts and wellbeing. These insights extend consumer acculturation theory through highlighting the acculturative processes and outcomes of interactions with the home country via a social media platform. This includes, for example, how interacting with the home culture can take on assimilationist properties through the construction of a romanticized representation of the hosting society (i.e. Australia) in the dominant collective narrative.
Practical implications
Implications for ethnic marketing practice, policymakers and non-governmental organisations are advanced, especially regarding using social media as a channel to communicate with current and potential immigrant consumers. Notably, policymakers can use social media to engage with immigrants before and after migration to reduce the potential for cognitive dissonance in recent arrivals. Managerially, brands can advertise on Web-based forums, independent websites and social media platforms to target potential immigrants to sell relevant products immigrants needs after migrating to the host country.
Social implications
Findings broaden the understanding of the potential acculturative outcomes on social media by moving away from the traditional outcomes, which are restricted to the dichotomy between the home and host cultures.
Originality/value
Scholarly attention is deficient on the role of direct interaction with the home country in immigrant consumer acculturation, especially through social media, which is the focus of this study.
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Riccardo Rialti, Alessandro Caliandro, Lamberto Zollo and Cristiano Ciappei
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
Propósito
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.
Diseño/metodología/enfoque
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.
Hallazgos
Se identificaron y conceptualizaron cuatro tipos principales de experiencias co-creadas.
Originalidad/valor
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.
Palabras clave:
Co-creación de valor, Comunidades de marca, Experiencias de los consumidores, Experiencias co-creadas, Investigación digital, Marketing experiencial
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Constantinos-Vasilios Priporas
- Explain what a smart consumer is through Generation Z views
- Understanding the nature of decision-making process with the use of smart technologies
Abstract
Learning Outcomes
Explain what a smart consumer is through Generation Z views
Understanding the nature of decision-making process with the use of smart technologies
Explain what a smart consumer is through Generation Z views
Understanding the nature of decision-making process with the use of smart technologies
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Nina Michaelidou, Milena Micevski and Georgios Halkias
The present paper explores how advertisers use consumer culture positioning (CCP) strategies in advertising across countries and product categories.
Abstract
Purpose
The present paper explores how advertisers use consumer culture positioning (CCP) strategies in advertising across countries and product categories.
Design/methodology/approach
The study employs a content analysis approach to investigate usage of CCP strategies and symbols across different CCP strategies, countries and product categories. The authors focussed on country of origin (COO) cues as symbols of CCP. The authors collected printed advertisements from countries at different levels of economic development and communication orientation for the content analysis, namely, Austria (n = 182), Hungary (n = 199) and Turkey (n = 120) and products with high- vs low-involvement levels.
Findings
Findings of this study indicated that global consumer culture positioning (GCCP) and local consumer culture positioning (LCCP) advertisements relied more on implicit symbols, while foreign consumer culture positioning (FCCP) advertisements predominantly employed explicit ones. Types of symbols and their utilisation varied across countries and product categories, with language, tag lines/logos and brand names being key components across different advertisements.
Practical implications
The results document the practices of CCP-based advertising, offering important insights on whether and how symbolism can be effectively used for communicating different CCPs across markets.
Originality/value
Little is known in terms of how specific symbols are used to communicate consumers’ culture. In this study, the authors analysed the content of 501 real-print advertisements across multiple countries and product categories. This study contributes to the theory and practice by revealing how consumers’ culture manifests through diverse COO symbols in advertising imagery and by facilitating the application of such manifestations across market contexts.
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Robert Detmering, Anna Marie Johnson, Claudene Sproles, Samantha McClellan and Rosalinda Hernandez Linares
This paper aims to provide an introductory overview and selected annotated bibliography of recent resources on library instruction and information literacy across all library…
Abstract
Purpose
This paper aims to provide an introductory overview and selected annotated bibliography of recent resources on library instruction and information literacy across all library types.
Design/methodology/approach
It introduces and annotates English-language periodical articles, monographs, dissertations and other materials on library instruction and information literacy published in 2014.
Findings
It provides information about each source, discusses the characteristics of current scholarship and highlights sources that contain unique or significant scholarly contributions.
Originality/value
The information may be used by librarians and interested parties as a quick reference to literature on library instruction and information literacy.
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Aluisius Hery Pratono and Denni Arli
This article attempts to understand the impact of global consumer culture and ethnocentric consumerism on global citizenship by identifying the mediating effect of cultural…
Abstract
Purpose
This article attempts to understand the impact of global consumer culture and ethnocentric consumerism on global citizenship by identifying the mediating effect of cultural intelligence.
Design/methodology/approach
The proposed structural equation model explains the relationship between global consumer culture, ethnocentric consumerism, and global citizenship. The empirical analysis involves an online survey targeted young people in Indonesia context.
Findings
The empirical evidence broadly supports the view that cultural intelligence strengthens the impact of global consumer culture and ethnocentric consumerism on global citizenship. There is a strong tendency in this study to suggest that global consumerism will not be able to contribute to global citizenship unless cultural intelligence provides as a mediating variable. However, the results do not support the mainstream literature, which suggests that ethnocentric consumerism harms global citizenship.
Originality/value
This study extends the discussion on achieving sustainable development by examining global citizenship leads to a better understanding of consumer culture theory.
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