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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...
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...
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.
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.
Proceedings of the 2022 3rd International Conference on Big Data Economy and Information Management (BDEIM 2022)
This is an open access book.2022 3rd International Conference on Big Data Economy and Information Management (BDEIM 2022) will be held from December 2 to 3 in Zhengzhou, China. The conference is co-hosted by Henan University, Henan Academy of Sciences and Henan Association for Science and technology. It dedicates to create a platform for academic communications between specialists and scholars in the fields of Big Data Economy and Information Management. The conference will create a path to establish a research relation for the authors and listeners with opportunities for collaboration and networking among the universities and institutions for promoting research and developing technologies.
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.
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...
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.
Keeping Women in Their Digital Place
Since its inception, the internet has been theorized as a democratic force, a public sphere in which hierarchies are flattened. But the internet is not a neutral tool; it has the power to amplify and mirror certain opinions and, as a result, can concretize social norms. So what happens when matters of religious practice and gender identity collide in these—often unregulated—online spaces? In Keeping Women in Their Digital Place, Ruth Tsuria explores how Orthodox Jewish communities in the United States and Israel have used “digital enclaves”—online safe havens created specifically for their denominations—to renegotiate traditional values in the face of taboo discourse encountered ...
