Purpose
The purpose of this paper is to understand the ritual, roles and symbolic meanings of family grilling consumption experiences in northeast Mexico.
Design/methodology/approach
This study adopted a phenomenological approach and conducted 73 in-depth interviews and in situ observations during family grilling experiences.
Findings
Based on an examination of the phases, symbolic meanings, and ritual elements of grilling events in Mexico, the results of this study identify a third type of family food consumption ritual, the escape ritual, which has different characteristics than routine and festive family food consumption rituals.
Practical implications
The findings indicate the emergence of a more sophisticated family grilling experience that uses new accessories and products. Companies could align their marketing strategies for grilling products and segment their communication messages based on the roles of participants and the symbolic meanings identified in this study.
Originality/value
This research studies an experience in light of both ritual and escapism literature.
Social media sites have attracted users since their introduction, and today people use them in their daily activities. For this reason, there is an increased interest in studying social media sites and how people use them. However, there has been little research that considers the motivations in using social networking sites and the factors that infl uence this usage patterns. The purpose of this empiric research paper is to construct a valid instrument that can shed light on why people are using social media on a daily basis, based on the premises of the uses and gratifi cations theory. Results from the Cronbach alpha, as well as the estimated model suggested that in general, it represented a good instrument when trying to measure the motivations of social media usage.
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