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Influencer Marketing
Influencer marketing often gets touted as more authentic, democratised, credible, and relatable than traditional marketing tactics. But such hype glosses over its messy sociocultural dynamics and underlying disparities. This book discusses and debates the complexities of influencer marketing, casting a critical and interdisciplinary lens on its practices, consumption, and far-reaching societal impact. Beneath the surface of likes, shares, and selfies lies critical questions around power imbalances, tensions, and transformations in a content-driven marketplace. How have historical, economic, and technological changes shaped the development and maturation of influencer marketing as a scholarly...
Gender-Based Violence and the Law
This book presents a novel and insightful examination of gender-based violence, inviting readers to consider this topic from various perspectives. It encompasses various conceptual discussions and international regulations and trends, while concurrently emphasising the legal regulations and practices of select Central and Eastern European countries. Significantly underrepresented in legal scholarship, this region has been overlooked and subject to limited comprehensive analyses. The authors address different aspects of gender-based violence, also covering some areas that have received little attention in academic literature, such as gender-based violence in academia and cyberstalking. Furthermore, the book incorporates recent empirical studies, thereby endowing readers with valuable insights into the specific challenges encountered in the region. By contributing to current research on gender-based violence in Europe, this publication is an invaluable resource for researchers, students, policymakers, and general readers interested in gender-based violence and the fight against it in the Central and Eastern European region.
Consumer Culture Theory
This volume of Research in Consumer Behavior is made up from a selection of papers from the Eight Consumer Culture Theory Conference and represents the latest research on consumption and consumer culture from scholars around the world.
Sexuality in Marketing and Consumption
This volume provides an in-depth examination of the role of sexuality in consumers’ life course and in the marketing of products and services. Leading scholars in the field define the most up-to-date picture of theories of sexuality in marketing and consumer research, mapping the topic through diverse theoretical lenses, addressing queer and feminist research, and putting sexuality and consumption in context. The book brings together leading international marketing scholars to build on the growing interest in theories of sexuality, queer theory, and intersectionality, which are gaining more interest among institutions and researchers interested in equality and diversity. While this book bu...
Playing with the Guys
A lot of work has been done talking about what masculinity is and what it does within video games, but less has been given to considering how and why this happens, and the processes involved. This book considers the array of daily relationships involved in producing masculinity and how those actions and relationships translate to video games. Moreover, it examines the ways the actual play of the games maps onto the stories to create contradictory moments that show that, while toxic masculinity certainly exists, it is far from inevitable. Topics covered include the nature of masculine apprenticeship and nurturing, labor, fatherhood, the scapegoating of women, and reckoning with mortality, among many others.
Handbook of Qualitative Research Methods in Marketing
This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was published in 2006, and this updated Handbook acknowledges and critiques these fascinating scholarly advancements. This title contains one or more Open Access chapters.
Handbook of Research on Advanced Research Methodologies for a Digital Society
Doing research is an ever-changing challenge for social scientists. This challenge is harder than ever today as current societies are changing quickly and in many, sometimes conflicting, directions. Social phenomena, personal interactions, and formal and informal relationships are becoming more borderless and disconnected from the anchors of the offline “reality.” These dynamics are heavily marking our time and are suggesting evolutionary challenges in the ways we know, interpret, and analyze the world. Internet and computer-mediated communication (CMC) is being incorporated into every aspect of daily life, and social life has been deeply penetrated by the internet. This is due to recent...
Handbook of Research on Ethnic and Intra-cultural Marketing
Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing segments. Contributions from a diverse group of established and emerging marketing scholars examine how we might better understand and serve new generations of consumers from a variety of generational, ethnic, and religiously diverse market segments.
Online Consumer Behavior
Social media (e.g., Facebook, LinkedIn, Groupon, Twitter) have changed the way consumers and advertisers behave. It is crucial to understand how consumers think, feel and act regarding social media, online advertising, and online shopping. Business practitioners, students and marketers are trying to understand online consumer experiences that help instill brand loyalty. This book is one of the first to present scholarly theory and research to help explain and predict online consumer behavior.
The Routledge Handbook of Digital Consumption
Since the publication of the ground-breaking first edition, there has been an exponential growth in research and literature about the digital world and its enormous potential benefits and threats. Fully revised and updated, this new edition brings together an expertly curated and authoritative overview of the impact and emerging horizons of digital consumption. Divided into sections, it addresses key topics including digital entertainment, self-representation, communication, Big Data, digital spirituality, online surveillance, and algorithmic advertising. It explores developments such as consumer data collection techniques, peer-to-peer payment systems, augmented reality, and AI-enhanced con...
