Search results
1 – 10 of 698Jonathan David Schöps and Philipp Jaufenthaler
Large-scale text-based data increasingly poses methodological challenges due to its size, scope and nature, requiring sophisticated methods for managing, visualizing, analyzing…
Abstract
Purpose
Large-scale text-based data increasingly poses methodological challenges due to its size, scope and nature, requiring sophisticated methods for managing, visualizing, analyzing and interpreting such data. This paper aims to propose semantic network analysis (SemNA) as one possible solution to these challenges, showcasing its potential for consumer and marketing researchers through three application areas in phygital contexts.
Design/methodology/approach
This paper outlines three general application areas for SemNA in phygital contexts and presents specific use cases, data collection methodologies, analyses, findings and discussions for each application area.
Findings
The paper uncovers three application areas and use cases where SemNA holds promise for providing valuable insights and driving further adoption of the method: (1) Investigating phygital experiences and consumption phenomena; (2) Exploring phygital consumer and market discourse, trends and practices; and (3) Capturing phygital social constructs.
Research limitations/implications
The limitations section highlights the specific challenges of the qualitative, interpretivist approach to SemNA, along with general methodological constraints.
Practical implications
Practical implications highlight SemNA as a pragmatic tool for managers to analyze and visualize company-/brand-related data, supporting strategic decision-making in physical, digital and phygital spaces.
Originality/value
This paper contributes to the expanding body of computational, tool-based methods by providing an overview of application areas for the qualitative, interpretivist approach to SemNA in consumer and marketing research. It emphasizes the diversity of research contexts and data, where the boundaries between physical and digital spaces have become increasingly intertwined with physical and digital elements closely integrated – a phenomenon known as phygital.
Details
Keywords
Matthew Hanchard, Peter Merrington, Bridgette Wessels and Simeon Yates
This paper focuses on patterns of film consumption within cultural consumption more broadly to assess trends in consumerism such as eclectic consumption, individualised…
Abstract
This paper focuses on patterns of film consumption within cultural consumption more broadly to assess trends in consumerism such as eclectic consumption, individualised consumption and omnivorous/univorous consumption and whether economic background and status feature in shaping cultural consumption. We focus on film because it is widely consumed, online and offline, and has many genres that vary in terms of perceived artistic and entertainment value. In broad terms, film is differentiated between mainstream commercially driven film such as Hollywood blockbusters, middlebrow “feel good” movies and independent arthouse and foreign language film. Our empirical statistical analysis shows that film consumers watch a wide range of genres. However, films deemed to hold artistic value such as arthouse and foreign language feature as part of broad and wide-ranging pattern of consumption of film that attracts its own dedicated consumers. Though we found that social and economic factors remain predictors of cultural consumption the overall picture is more complex than a simple direct correspondence and perceptions of other cultural forms also play a role. Those likely to consume arthouse and foreign language film consume other film genres and other cultural forms genres and those who “prefer” arthouse and foreign language film have slightly more constrained socio-economic characteristics. Overall, we find that economic and cultural factors such income, education, and wider consumption of culture are significant in patterns of film consumption.
Details
Keywords
Giuseppe Di Vita, Raffaele Zanchini, Giovanni Gulisano, Teresina Mancuso, Gaetano Chinnici and Mario D'Amico
Urban metropolitan consumers react to the different qualitative categorizations of the product thus creating homogeneous market segments. The aim of this paper is to identify…
Abstract
Purpose
Urban metropolitan consumers react to the different qualitative categorizations of the product thus creating homogeneous market segments. The aim of this paper is to identify specific market segments which allow for the definition of homogeneous olive oil consumer targets.
Design/methodology/approach
This study was based on the stated preferences of consumers and emphasizes the role that different quality scales of olive oil have in the eye of the consumer. The data, collected through a questionnaire, were analysed by means of inferential and multivariate statistics techniques, that is, the study specifically entailed a factorial and cluster analysis.
Findings
This paper explores olive oil market segments broken down by the different quality levels of existing products, thus trying to identify main consumer preferences. Our outcomes suggest the existence of three main quality classes of olive oil consumer: basic, popular and premium.
Research limitations/implications
Even though we gathered data and information from a broad sample, the study does not fully reflect the average Italian population since we based our study on a convenience sample of northern Italian consumers. A more extended sample is needed to test our hypothesis in other regional areas.
Practical implications
The outcomes derived from this study provide useful insights both for marketers and olive oil producers by allowing more efficient strategic decisions in terms of product segmentation.
Originality/value
This study, aimed at matching olive oil market segments and consumer preferences, shows the existence of three well-defined quality classes of olive oil consumer: basic, popular and premium. In addition, this study ascertains for the first time how the attitude towards local products is positively influenced by family origin as a result of an inter-generational attitude.
Details
Keywords
Ryszard Kłeczek and Monika Hajdas
This study aims to investigate how art events can enrich novice visitors by transforming their practices.
Abstract
Purpose
This study aims to investigate how art events can enrich novice visitors by transforming their practices.
Design/methodology/approach
This research uses an interpretive case study of the art exhibition “1/1/1/1/1” in the Oppenheim gallery in Wroclaw. It draws on multiple sources of evidence, namely, novice visitors’ interviews, observation including photo studies and content analysis of art-makers’ mediation sources. This study is an example of contextual theorizing from case studies and participatory action research with researchers as change agents.
Findings
The evidence highlights that aesthetic values and experiences are contextual to practices and are transformable into other values. The findings illustrate the role of practice theory in studying how art-makers inspire the transformation of practices, including values driving the latter.
Research limitations/implications
The findings provide implications for transformations of co-creating contextual values in contemporary visual art consumption and customer experience management.
Practical implications
Practical implications to arts organizations are also provided regarding cultural mediation conducted by art-makers. Exhibition makers should explain the meanings of the particularly visible artefacts to allow visitors to develop a congruent understanding of the meanings. The explanations should not provide ready answers or solutions to the problem art-makers suggest to rethink.
Social implications
The social implication of our findings is that stakeholders in artistic ventures may undertake adequate, qualified and convergent actions to maintain or transform the defined interactive practices between them in co-creating contextual aesthetic values.
Originality/value
The study provides new insights into co-creating values in practices in the domain of contemporary art exhibitions by bringing the practice theory together with an audience enrichment category, thus illustrating how novice visitors get enriched by transforming their practices led by contextual values of “liking” and “understanding”.
Details
Keywords
Gemma Burgess, Mihaela Kelemen, Sue Moffat and Elizabeth Parsons
This paper aims to contribute to understandings of the dynamics of marketplace exclusion and explore the benefits of a performative approach to knowledge production.
Abstract
Purpose
This paper aims to contribute to understandings of the dynamics of marketplace exclusion and explore the benefits of a performative approach to knowledge production.
Design/methodology/approach
Interactive documentary theatre is used to explore the pressing issue of marketplace exclusion in a deprived UK city. The authors present a series of three vignettes taken from the performance to explore the embodied and dialogical nature of performative knowledge production.
Findings
The performative mode of knowledge production has a series of advantages over the more traditional research approaches used in marketing. It is arguably more authentic, embodied and collaborative. However, this mode of research also has its challenges particularly in the interpretation and presentation of the data.
Research limitations/implications
The paper highlights the implications of performative knowledge production for critical consumer learning. It also explores how the hitherto neglected concept of marketplace exclusion might bring together insights into the mechanics and outcomes of exclusion.
Originality/value
While theatrical and performative metaphors have been widely used to theorise interactions in the marketplace, as yet the possibility of using theatre as a form of inquiry within marketing has been largely neglected. Documentary theatre is revealing of the ways in which marketplace cultures can perpetuate social inequality. Involving local communities in the co-production of knowledge in this way gives them a voice in the policy arena not hitherto fully addressed in the marketing field. Similarly, marketplace exclusion as a concept has been sidelined in favour of marketplace discrimination and consumer vulnerability – the authors think it has the potential to bring these fields together in exploring the range of dynamics involved.
Details
Keywords
Jonathan David Schöps, Christian Reinhardt and Andrea Hemetsberger
Digital markets are increasingly constructed by an interplay between (non)human market actors, i.e. through algorithms, but, simultaneously, fragmented through platformization…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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 limitations/implications
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
Practical implications highlight considerations managers should take into account when designing market communication for digital markets composed of (non)human market actors.
Social implications
Social implications highlight the possible effects of (non)human market co-codification on markets and consumer culture, and corresponding countermeasures.
Originality/value
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.
Details
Keywords
Richard Tresidder and Emmie Louise Deakin
The purpose of this paper is to identify the role that the creative re-use of historic buildings can play in the future development of the experiences economy. The aesthetic…
Abstract
Purpose
The purpose of this paper is to identify the role that the creative re-use of historic buildings can play in the future development of the experiences economy. The aesthetic attributes and the imbued historic connotation associated with the building help create unique and extraordinary “experiencescapes” within the contemporary tourism and hospitality industries.
Design/methodology/approach
This paper provides a conceptual insight into the creative re-use of historic buildings in the tourism and hospitality sectors, the work draws on two examples of re-use in the UK.
Findings
This work demonstrates how the creative re-use of historic buildings can help create experiences that are differentiated from the mainstream hospitality experiences. It also identifies that it adds an addition unquantifiable element that enables the shift to take place from servicescape to experiencescape.
Originality/value
There has been an ongoing debate as to the significance of heritage in hospitality and tourism. However, this paper provides an insight into how the practical re-use of buildings can help companies both benefit from and contribute to the experiences economy.
Details
Keywords
Antonio-Miguel Nogués-Pedregal
This paper aims to show that tourism is one of the most perfect creations of the capitalist mode of production insofar as not only does it consume places and territories and…
Abstract
Purpose
This paper aims to show that tourism is one of the most perfect creations of the capitalist mode of production insofar as not only does it consume places and territories and perpetuate dependency relations, but in the expressive dimension, it also produces feelings and meanings and generates a new relationship of the past with the present and future (chronotope).
Design/methodology/approach
The study was carried out using a socio-anthropological approach with participant observation over several decades.
Findings
The modes of time are described and how the tourism chronotope shapes the historic centre of a consolidated tourist destination. The case study, analysed with the model of the “conversion of place through the mediation of tourism space”, illustrates the prevalence of instrumental and commercial values over one’s own aesthetic-expressive values in tourism contexts. This fact encourages the emergence of local political projects and the incorporation of uniformities outside the local place. These processes end up uprooting the anchors from collective memory. The definition of territories according to visitors’ imaginaries and expectations encourages the abusive occupation of public space and the adoption of new aesthetic attributes of urban space.
Research limitations/implications
Because of the chosen research approach and methodologies, the research results may lack generalisability. Therefore, researchers are encouraged to test both the model and the propositions further.
Originality/value
This study approaches the relationship of the idea Tourism with the idea Development based on the anchors of memory.
Details
Keywords
Juliane Lohmann, Marina Schmitz and Silvia Damme
The topics of gender and sustainability are firmly anchored within a social discourse. Based on both factors, customers are placing demands on companies and have specific ideas on…
Abstract
The topics of gender and sustainability are firmly anchored within a social discourse. Based on both factors, customers are placing demands on companies and have specific ideas on how they should be represented in advertising. The case study presented herein combines these two topics and examines the portrayal of gender in the external marketing communication of the fair fashion label ARMEDANGELS. By analysing individual Instagram publications, the case study identifies how the topic is generally portrayed on the company’s channel. Furthermore, the perspectives of customers are determined through conducted interviews. When comparing the two sides, it becomes apparent that customers mostly approve of the attempt to break with conservative gender roles as well as an equal representation of the male and female personas. In addition to expanding the theoretical considerations of the triple bottom line as well as the S-O-R model, we derive recommendations for ARMEDANGELS and for other companies in the fashion industry. For customer retention purposes, companies should therefore focus on aligning the sexes, breaking with the general gender binary and integrating LGBTQ+ communities in future marketing measures.
Details
Keywords
Luqi Yang, Xiaoni Li and Ana Beatriz Hernández-Lara
The purpose of this study is to investigate the recovery and resilience tourism strategies and possible future development of four main Chinese tourism cities.
Abstract
Purpose
The purpose of this study is to investigate the recovery and resilience tourism strategies and possible future development of four main Chinese tourism cities.
Design/methodology/approach
The authors collected data from the official accounts of tourism administrations of these cities, tourist attractions and opinions from media and newspapers in Sina Weibo platform. The authors adopted an inductive approach in observing relevant social media posts and applied content analysis to identify main China’s tourism prevention and recovery strategies.
Findings
During the mass pandemic infection period, top-down prevention and control measures were implemented by the Chinese central and local governments, with feasible and regional recovery policies and protocols being adapted according to local situations. Measures related to tourism industrial re-employment, improvement of international images and governmental financial supports to re-boost local tourism in Chinese cities were paid great attention. Digitalization, close-to-nature and cultural heritages became important factors in the future development of China’s tourism. Dark tourism, as a potential tourism recovery strategy, also obtained huge emergence, for the memory of people deceased in the pandemic and for the inheritance of national patriotism.
Originality/value
This study enriches the current literature in urban tourism recovery studies analyzing the specific case of Chinese tourism cities and fulfill some voids of previous research mostly focused on the first wave of the pandemic and the recovery strategies mainly of Western cities. It also provides valuable suggestions to tourism practitioners, destinations and urban cities in dealing with regional tourism recession and finding possible solutions for the scenario associated to the COVID-19 and other similar health crisis.
Details