Consumers and consumption: from individual, to collective, and beyond

Dalli, Daniele

doi:10.1007/s43039-021-00028-7

Cited by 3 publications

(1 citation statement)

References 16 publications

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“…The concept of linking value within brand communities was proposed as a value that extends beyond the product or service to embrace social interaction, in a way that satisfies consumers' needs for a connection with like-minded people (Cova, 1997). Linking value is jointly created by consumers and producers (Cova and White, 2010), and is attained through social bonds that are activated by products or services (Dalli, 2021).…”

Section: Value Typesmentioning

confidence: 99%

Consumer and brand value formation, value creation and co-creation in social media brand communities

Marchowska-Raza,

Rowley

2024

JPBM

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Purpose Social media has significantly impacted the value creation processes within the consumer–brand relationship. This study aims to examine value formation processes within a cosmetics social media brand community and to establish the types of value formation associated with different categories of interactions within a social media brand community. Design/methodology/approach The research adopted a netnographic approach and followed the operational protocols of netnography. Conversations in one large cosmetics social media brand community were observed and downloaded for analysis over a two-month period. Examples of value-creation and formation processes were identified using netnographic interpretative procedures to develop higher-order themes. Findings The findings supported the creation of a “Consumer and brand value creation and co-creation framework” highlighting disparate value types within the following interactions: consumer-to-consumer; brand-to-consumer; and consumer-to-brand. The identified value types were specific to the actors (i.e. consumers and brands) involved in value formation processes. The analysis also revealed consumers’ ability to independently generate value through direct interaction with a social media brand community and the brands’ role in supporting consumers in value formation through value facilitation. Originality/value The pivotal role of disparate actors’ interactions in value formation processes is highlighted, alongside the autonomous ability to form value with the aid of resources stored and shared within the social media brand community. The network of interactions and value-creation processes contribute to a holistic understanding of the interactions in a social media brand community. Furthermore, the research explores and highlights the emerging role of social media brand communities as “value vestiges”.

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Section: Value Typesmentioning

confidence: 99%

Consumer and brand value formation, value creation and co-creation in social media brand communities

Marchowska-Raza,

Rowley

2024

JPBM

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Sensory disclosure in an augmented environment: memory of touch and willingness to buy

2022

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The recent movement restrictions due to the COVID-19 outbreak, and subsequent booming in online buying, show consumers the crucial role of touch as a pre-purchase indicator of good quality products, especially in grocery and fashion sectors. During the pandemic time, consumers were somehow forced to find different alternatives to understand the quality of items before buying. Among these, the adoption of multi-sensory technologies (e.g., augmented reality, AR) or the visual activation of the memory of a material (e.g., wool) was certainly attracting attention from consumers. In this scenario, the purpose of this paper is to explore how AR can activate the memory of products and consumers' willingness to purchase. Building on qualitative data from semi-structured interviews with 18 Italian consumers, our analysis reveals that AR might enhance consumers' memory of products, with this sometimes occurring unconsciously. Our findings further deepen the scientific and managerial debate around the role AR might have in influencing/altering consumers' shopping routines. Contributions to the body of knowledge and managerial implications are discussed and suggestions for further research are given.

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How Social Media Influencers Impact Consumer Collectives: An Embeddedness Perspective

Mardon

Cocker

Daunt

2023

Journal of Consumer Research

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Research has documented the emergence of embedded entrepreneurs within consumer collectives. This phenomenon is increasingly prevalent as social media enables ordinary consumers to become social media influencers (SMIs), a distinct form of embedded entrepreneur. Whilst research has considered the implications of embeddedness for embedded entrepreneurs themselves, we lack insight into embedded entrepreneurship’s impact on consumer collectives. To address this gap, we draw from a longitudinal, qualitative study of the YouTube beauty community, where SMIs are pervasive. Informed by interactionist role theory, we document the Polanyian ‘double movement’ prompted by the emergence of SMIs within the community. We demonstrate that the economy within the community was initially highly embedded, constrained by behavioural norms linked to established social roles. SMIs’ attempts to disembed the economy created dysfunctional role dynamics that reduced the benefits of participation for non-entrepreneurial community members. This prompted a countermovement whereby SMIs and their followers attempted to re-embed SMIs’ economic activity via role negotiation strategies. Our analysis sheds new light on the negative implications of embedded entrepreneurship for non-entrepreneurial members of consumer collectives, highlights the role of social media platforms in negotiations of embeddedness, and advances wider conversations surrounding the evolution of consumer collectives and the impact of SMIs.

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Consumers and consumption: from individual, to collective, and beyond

Cited by 3 publications

References 16 publications

Consumer and brand value formation, value creation and co-creation in social media brand communities

Consumer and brand value formation, value creation and co-creation in social media brand communities

Sensory disclosure in an augmented environment: memory of touch and willingness to buy

How Social Media Influencers Impact Consumer Collectives: An Embeddedness Perspective

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