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Despite the prevalence of technology in health care, marketing research on social media in the birthspace is limited. The purpose of this paper is to explore how birthing women leverage social media for transformative well-being in the liminal context of birth.

A qualitative study of women who had recently experienced birth was undertaken. Thematic analysis of data from in-depth interviews reveals birthing women’s digital practices and social media capabilities for well-being in a liminal space.

Within the birthspace, women use social media and digital platforms in an effortful and goal-directed way for role transitions and transformation, curating self and other history, goal striving and normalizing experience. These digital practice styles facilitate consumer integration of the liminal digital birthspace and in situ service encounter enabling diverse value outcomes. Drawing on liminality and social presence theories, the authors interpret these practices as demonstrating three interactive liminal stages of suspending, comprehending and transforming. Multi-modality and rapid connection afforded by digital devices and social media platforms provide social presence (according to perceived immediacy and intimacy) enabling transformative well-being outcomes.

This study is unique, as it provides insights into the traditionally private health service experience of birth. Further, the authors extend the understanding of liminal spaces and use of digital technology, specifically for transformative outcomes, by proposing a framework of consumers’ digital practice styles for well-being in liminal spaces.

This research aims to investigate how individuals' perceptions and reallocation of resources due to a life transition uniquely affect their responses to marketing activities.

A multi-method approach is undertaken, with Study 1 being qualitative in nature and Study 2 consisting of a quantitative experimental design. Study 1 consists of in-depth interviews with both newlyweds and empty nesters. Study 2 incorporates a survey design with 412 respondents; data is analyzed via structural equation modeling, multivariate analysis of variance (MANOVA) and post hoc multiple comparison tests.

Findings reveal that consumer appraisal of a transition event is a key predictor of response to marketing activities, and that consumers have an inverted-U shape response to advertising across three transition stages (anticipatory, liminal, re-established).

Because appraisal is not generally captured by market research, companies may be able to estimate appraisal by combining resource availability information with existing demographic data. Because resources are found to be a significant predictor of appraisal, by anticipating resource levels, a firm may be able to estimate appraisal and thus be able to forecast advertising responsiveness.

Researchers have not investigated how changes in the availability of time and other resources during life events affect consumers' appraisal of products, adaptation to new roles, or response to marketing efforts. As such, examining the influence of resources and transition stage on attitudes toward marketing activities during life transitions makes a meaningful contribution to the literature.

Drawing from a life course theory, this paper aims to investigate the relationship between material reliance and quality of life for consumers going through a life transition, with attention given to individual differences and transition-specific characteristics.

Study 1 uses qualitative interviews with transitioning consumers, while Study 2 tests a survey-based conditional mediation model.

For liminal consumers, perceived personal control mediates the effect of material reliance on quality of life, but having negative expectations of the transition can override this effect.

Although previous research has given attention to material reliance, personal control and quality of life in various combinations, the impact of their combined effect has not been examined. Furthermore, these constructs have not been examined within the context of life transitions.

This chapter explores the symbolic connections between coming of age liminality and identity-oriented consumption practices in postmodern American culture, specifically among adolescent girls.

Forty-two female participants (ages 20–23) participants were asked to answer the general question of “Who am I?” through creating identity collages and writing accompanying narrative summaries for each of three discrete life stages: early adolescence (past-self), late adolescence (present-self), and adulthood (future-self). Data were analyzed using a hermeneutical approach.

Coming of age in postmodern American consumer culture involves negotiating paradoxical identity tensions through consumption-oriented benchmarks, termed “market-mediated milestones.” Market-mediated milestones represent achievable criteria by which adolescents solidify their uncertain liminal self-concepts.

In contrast to the traditional Van Gennepian conceptualization of rites of passage, market-mediated milestones do not necessarily mark a major transition from one social status to another, nor do they follow clearly defined stages. Market-mediated milestones help adolescents navigate liminality through an organic, nonlinear, and incremental coming of age process.

Rather than traditional cultural institutions (e.g., church, family), the marketplace is becoming the central cultural institution around which adolescent coming of age identity is constructed. As such, organizations have the power to create market-mediated milestones for young people. In doing so, organizations should be mindful of adolescent well-being.

This research marks a turning point in understanding traditional rites of passage in light of postmodern degradation of cultural institutions. The institutions upon which traditional rites of passage are based have changed; therefore, our conceptions of what rites of passage are today should change as well.

This study aims to explore how aspiring entrepreneurs navigate between their own individual self-concept and the organisational identity of the new venture during the process of new venture creation.

The study draws on three cases of aspiring entrepreneurs within a UK-based university incubator in the process of “becoming” entrepreneurs. Semi-structured interviews and secondary data were collected and analysed using a flexible pattern matching approach.

The data illustrated parallel identity and sensemaking processes occurring as the aspiring entrepreneurs navigated towards new venture formation. For the organisational identity process, three key stages were found to occur: referent identity labelling, projection and identity reification. Concurrently the sensemaking process made up of creation, interpretation and enactment were seen to enable identity transitioning mechanisms: cue identification, liminal sensegiving and recognition of formal venture boundaries, which led to the organisational identity being formed.

This study is exploratory in nature thus future research is required to clarify the relationship between identity work practices and the process of creating a new venture (Oliver and Vough, 2020). The paper is limited to successful instances of new venture formation, and though this helped to extricate the identity transitioning stages and mechanisms that have thus far remained implicit within the process of new venture creation, it could be extended to examine entrepreneurs who fail to set up new ventures. This limitation opens avenues for further research on identity formation in failed ventures (Snihur and Clarysse, 2022) and on how entrepreneurs negotiate contested identities (Varlander et al., 2020). Furthermore, entrepreneurs take different pathways to new venture formation (Shepherd et al., 2021) and while this study follows the journey of aspiring entrepreneurs who differed in terms of sector, education and prior entrepreneurial experience (Shane, 2003), future researchers could undertake a more in-depth ethnographic study including the effects of incubator setting and how these can be best supported, as this was outside the original remit of this study. Given the importance of the university incubator (Bergman and McMullen, 2022), its role in the construction of new venture identity is an interesting area for future research.

This study provides a practical contribution into entrepreneurship curricula and incubator training, emphasising the importance of understanding the relevance of the entrepreneur's self-concept in making sense of future venture identities. Through the findings of this study, the importance of cue identification and how aspiring entrepreneurs rely on these to carve out the identity of their budding venture is demonstrated. Incubator spaces may have a role to play in supporting aspiring entrepreneurs to reflect on and interpret feedback (liminal sensegiving) during the venture creation process. Furthermore, both educators and incubator managers need to be aware of the state of in-between-ness aspiring entrepreneurs will face as they carve out the identity of the budding venture. This study enables educators to advise aspiring entrepreneurs that there will come a point on the entrepreneurial journey when they need to emphasise boundary setting between self and organisation to enable organisational identity to be fostered and venture formation realised. This study advises incubator managers to consider whether support around business registrations and creation of business accounts should be provided earlier in the incubation programme to emphasise boundary setting between self and organisation. There is a fruitful avenue for future research to extend the work in this paper to fully understand how this might be taught and practiced in the classrooms.

By extricating the stages of organisational identity formation, often hidden within the new venture creation process, this study has framed new venture creation as a liminal experience and a visible site of identity work. This study presents a process model of the key identity transitioning stages and mechanisms in new ventures, by illustrating how aspiring entrepreneurs' sensemaking influences identity transitions during the process of venture creation.

The purpose of this paper is to apply the theoretical lens of liminality to a consideration of non-traditional entrepreneurial locations. The study exemplifies such locations by empirically exploring self-storage based businesses: that is, businesses that operate for a significant number of hours each week from self-storage facilities.

The study draws on interviews with entrepreneurs operating self-storage based businesses and operators of self-storage facilities. The interview data is supported by site visits, businesses’ websites, promotional and marketing materials and press coverage.

Consistent with the liminal lens, entrepreneurs view their time operating from self-storage as a transitional phase. They do not suffer the high levels of uncertainty and unsettledness usually associated with liminality. However, they experience anxiety related to perceptions of operating from a business location outside the mainstream. Whilst the entrepreneurs benefit from additional services provided by the self-storage operators, this may be at the expense of extra “liminal” work and anxiety experienced by the storage operators’ staff.

The study contributes to entrepreneurship by answering Steyaert and Katz’s (2004) call for studies in unfamiliar places and spaces. The authors identify a number of ways in which liminality can arise when considering entrepreneurial locations. Drawing on extant entrepreneurial studies, the authors theorise that idiosyncratic characteristics of such spaces attract entrepreneurs with particular personal characteristics and needs, who will in turn be influenced by those spaces. In the case of self-storage facilities, the liminal space allows trepidatious entrepreneurs to “try on” (Hawkins and Edwards, 2015, p. 39) operating a new venture.

The purpose of this paper is to provide readers with a deeper theoretical understanding of liminality, its utility in understanding the experiences of graduate student researchers and how being explicit about the liminal nature of the graduate student experience can be especially impactful for students from marginalized communities.

This conceptual paper examines liminality as an essential component of researcher identity development and how an awareness of this liminality relates to effective and inclusive librarian support of graduate student researchers. The authors explore the affective and academic implications of operating in this liminal state and how direct acknowledgment of this inbetweenness, especially within the spaces of classroom instruction and research consultations, can be leveraged as an inclusive practice. The authors ground this exploration in critical pedagogy.

Graduate student researchers often operate in an unacknowledged liminal state, which causes students to question the importance of their previous knowledge and life experiences and feel discouraged and uncertain about their potential place in academia. This is particularly damaging to students from communities that have been traditionally marginalized and excluded from higher education.

The authors are liaison librarians to education and health sciences at a large, minority-serving, urban research institution in the western USA and draw on their experience supporting students in disciplines that include many students returning to graduate studies after substantial professional experience. This work makes a contribution to library and information studies by focusing on the concept of liminality. The authors offer a conceptual perspective on liminality relative to librarians and their support role in the graduate student experience.

This article, which is conceptual and exploratory in nature, aims to examine the use of sustained liminality in the initiation phase of the mentoring relationship. Liminality is the non‐structured transitional phase in transformative cultural and social change: a place betwixt‐and‐between, where previous and future norms are suspended. The article argues that providing an explicit liminal phase in mentoring relationships allows mentor and mentees to consider the nature of the relationship and the eventual process through which its goals might be accomplished.

The article reflects on experiences gained in using a liminal approach to the mentoring process with distance transnational mentees. It presents the case for the use of what is termed threshold work in addressing the transition from non‐mentored to mentored status. It understands mentoring as a ritual enactment that requires a reassessment of cultural assumptions for participants with differing national identities.

The article is conceptual in nature and presents only anecdotal outcomes derived from informal discussion with mentees. It argues that, based on these initial experiences, more evidence‐based research might be usefully conducted to examine the effect of a liminal approach on the mentoring process, at both relational and outcomes levels, particularly when mentor and mentee are distanced spatially and by national culture.

This article presents a novel perspective for approaching the initiation phase of the mentoring process. Although used in other contexts, liminality is infrequently employed in mentoring. The utilization of liminality may be particularly valuable in approaching novice mentees who have different national cultural backgrounds and prior educational experiences. As such, the article provides useful insights for practitioners, especially in academic environments.

This paper aims to explore the stages and processes of work identity reconstruction following a major health-related career shock.

In-depth case study and interpretive phenomenological methods are used to allow for deep reflective self-analysis of post-career shock stages. The paper explores the identity processes and stages a Chief of Human Resources of a multinational firm experienced after being deprived from his main working abilities as a result of a brain stroke.

Post-shock work identity stages and processes are identified, as long as the importance of identity threat, liminality, identity internalization and relational recognition in the reconstruction process. The findings propose new coping responses that may allow individuals to escape a diminished work identity: identity shedding and identity implanting.

While career shocks play a significant role in career development, there is currently little understanding of how career shocks may affect individuals' work identity or sense of self, particularly over time. The paper provides a nuanced understanding of this phenomenon, through process data collected at several points in time over a period of 14 years.

Tourism activities inherently include the liminoid state of mind that impels people to go out of ordinary behavior, some of which is inversionary. The purpose of this paper is to explore travelers’ cruise behavior as related to their needs while entering and experiencing a cruise trip.

A total of 395 vacationers were sampled and surveyed about their selected top three factors for cruising, motivations for cruising and needs while cruising. The sample was grouped into inversioners and rejuvenators to see if there was any evidence of liminoid behavior in cruising needs and what they may be.

The results show that the important reasons to choose cruises for vacation are aligned with past literature showing that people choose cruises for vacation mostly for the good value of the food and beverage bundled with good climate, entertainment appropriate for quality time with family and for rest and relaxation. In addition, the results on motivations to go on a cruise show that lower-level needs on Maslow’s hierarchy of needs have more importance than the higher-level needs.

The current study was conducted on an online platform. Future research with panels of cruise travelers across all the stages of liminoid behavior, before, during and after a cruise trip, may provide valuable findings in terms of changes in needs and motivations.

The inversionary tendency of cruise travelers implies for the cruise industry the need to create an alternative (or inversionary) routine restoring the basic needs, while still providing enough opportunities for self-actualization that may foster balanced travel experiences for human growth and development. Providing a more balanced product and service offering may be strategic for the cruise companies because the activities geared for higher-level needs may provide memorable experiences and hence induce consumer loyalty after the trip is completed.

The focus on eating and drinking during cruises may be providing cruise travelers with instant gratification during the span of the cruise. However, the consequences for the individual travelers, the industry, destinations and the environment may not be as gratifying. For a more responsible tourism, cruise travel may need an image makeover highlighting different packages within a cruise to better align with the desired needs of different segments of cruisers.

The study contributes to the understanding of the second or “transition” stage in liminal theory in tourism and is one of the first to examine the liminoid state of mind using a basic-needs approach for studying cruise traveler needs. Further, it contributes by exploring liminoid behavior of a group of people in the context of the same type of travel, cruise, rather than investigating liminoid behavior across different types of travel, thus allowing segmentation possibilities for the cruise industry.