Concepts and practices of digital virtual consumption

Denegri‐Knott, Janice; Molesworth, Mike

doi:10.1080/10253860903562130

Cited by 175 publications

(135 citation statements)

References 36 publications

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“…Alongside the material consumption objects that have long dominated consumer research we have witnessed the emergence of digital consumption objects (DCOs) which possess no enduring material substance but rather exist within digital space (computer-mediated electronic environments), accessed and consumed via devices such as desktop computers, laptops, tablets, mobile phones and videogame consoles (see Denegri-Knott and Molesworth 2010;Watkins and Molesworth 2012;Molesworth and Denegri-Knott, 2013). The objects we call our own therefore increasingly exist in digital form (Belk 2013a;Denegri-Knott and Molesworth 2010;Lehdonvirta 2012), yet present significant opportunities for profit for companies.…”

Section: Introductionmentioning

confidence: 99%

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Possession Work on Hosted Digital Consumption Objects as Consumer Ensnarement

Molesworth¹,

Watkins²,

Denegri‐Knott³

2016

Journal of the Association for Consumer Research

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This paper extends prior critical discussions of digital prosumption by demonstrating that prosumer reliant online business models represent new ways to valorise consumer labour through the creation of multiple realities whereby digital consumption objects are simultaneously enacted as assests by companies, and as possessions by consumers. We argue that this ontological multiplicity means that consumers' 'possession work' no longer serves to separate these objects from the market sphere, as in prior work. This produces a new form of consumer lock-in, or actually ensnarement as it is consumers' own efforts to make objects meaningful that keep them in the market, similar to the psychological attachments seen in 'brand love', but also incorporating aspects of proprietary tie-ins, and access-based market systems. We further consider the implications of such a system. For companies we portray such ensnarement as an attractive, emerging mechanism for ongoing valorization of 'free labour'. Yet we also argue that this presents significant consequences for ensnared consumers who may be subject not only to the ongoing financial exploitation of their possession work, but also restrictions on possession. As a broader contribution we highlight how the examination of multiple, potentially conflicting, ontologies in markets may interact and shape one another.2

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Section: Introductionmentioning

confidence: 99%

“…The objects we call our own therefore increasingly exist in digital form (Belk 2013a;Denegri-Knott and Molesworth 2010;Lehdonvirta 2012), yet present significant opportunities for profit for companies. To illustrate, in 2013, the most obvious forms of digital content accounted for 50% of UK music and video revenue, (Mintel 2014a).…”

Section: Introductionmentioning

confidence: 99%

Possession Work on Hosted Digital Consumption Objects as Consumer Ensnarement

Molesworth¹,

Watkins²,

Denegri‐Knott³

2016

Journal of the Association for Consumer Research

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“…Our 'possessions', the things we call our own, 30 increasingly extend beyond the tangible. We may use the term ' digital virtual goods' (DVGs) to describe objects, which cannot be used in material reality but exist within digital virtual spaces (see Denegri-Knott & Molesworth, 2010), accessed via devices such as laptop computers, mobile phones and videogame consoles. This trend has been welldocumented (see Belk, 2013;Denegri-Knott & Molesworth, 2010;Koiso-Kanttil, 2004;35 Lehdonvirta, 2012;Molesworth & Denegri-Knott, 2012;Rowley, 2008) and we can observe a broadening array of DVGs; alongside locally stored digital photographs, eBooks and digital music we have witnessed the emergence of digital content hosted online by social media platforms, e-mail providers and online games.…”

Section: Introductionmentioning

confidence: 99%

The relationship between ownership and possession: observations from the context of digital virtual goods

Watkins

Denegri‐Knott

Molesworth

2015

Journal of Marketing Management

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This theoretical article highlights limitations in the current trend towards dichotomizing full ownership and access-based consumption by recognizing a broader, more complex array of 'fragmented' 10 ownership configurations in the context of digital virtual goods (DVGs). In challenging this dichotomy, we recognise that the relationship between ownership and possession becomes particularly significant. We therefore consider how prominent DVG ownership configurations may shape the way in which possession is 15 assembled, potentially reducing consumers' scope of action relative to DVGs and leaving possession susceptible to disruption. Conversely, we acknowledge ways in which consumers' continued attempts at possession may impinge upon the agency of ownership mechanisms within the market. Our analysis ultimately builds 20 upon existing understandings of both ownership and possession, theorizing their often overlooked relation in consumption.ARTICLE HISTORY

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“…It offers a sense of escapism whilst remaining life like. There is considered to be a greater role for imagination in these IVE's [11]. 'Avatars lifelike behaviours can make a site more engaging and motivating, making customer interaction with the website much smoother' [35].…”

Section: Immersive Virtual Environmentsmentioning

confidence: 99%

“…Virtual usage by firms and customers is increasing year by year [39]. In 2010 $1.6 billion was spent by Americans to buy virtual goods for Avatars in virtual worlds [11]. Whilst accepting this trend others imply that virtual worlds are a fad and therefore perception of marketing opportunity may be limited [47].…”

Section: Domains Of Interest and Experience Realmsmentioning

confidence: 99%

Debranding in Fantasy Realms: Perceived Marketing Opportunities within the Virtual World

Kear¹,

Bown²,

Christidi³

2013

IJACSA

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Abstract-This paper discusses the application of the concept of debranding within immersive virtual environments. In particular the issue of the media richness and vividness of experience is considered in these experience realms that may not be conducive to traditional branding invasive strategies. Brand equity is generally seen to be the desired outcome of branding strategies and the authors suggest that unless the virtual domains are considered as sacred spaces then brand equity may be compromised. The application of the above concepts is applied to the differing social spaces that operate within the different experience realms. The ideas of resonance, presence and interactivity are considered here. They lead to the development of a constructed positioning by the participants. Through the process of debranding, marketers may be able to enter these sacred spaces without negative impact to the brand. Perception of these virtual spaces was found to be partially congruent with this approach to branding. It thus presents a number of challenges for the owners of such virtual spaces and also virtual worlds in increasing the commercial utilization of investment in these environments.

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Concepts and practices of digital virtual consumption

Cited by 175 publications

References 36 publications

Possession Work on Hosted Digital Consumption Objects as Consumer Ensnarement

Possession Work on Hosted Digital Consumption Objects as Consumer Ensnarement

The relationship between ownership and possession: observations from the context of digital virtual goods

Debranding in Fantasy Realms: Perceived Marketing Opportunities within the Virtual World

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