AbstractCompetitive computer gaming (eSports) has emerged as an important aspect of virtual-world consumption. This paper advances the concept eSports consumption in marketing by developing experiential perspective competitive assemblage multiple interrelated performances, which traverse virtual and real worlds. In order to understand how value is emergent, moves towards exploring roles various stakeholders within network actors. The findings show that collaborative efforts companies,...

This article adopts the theory of social practices as a critical lens for understanding computer game consumption multiple ‘nexuses doings and sayings’, which represent elements are situated within broader context consumer culture. Specifically, we explore an emerging phenomenon organised competitive approach to gaming, referred ‘electronic sports’ or ‘eSports’, by offering novel conceptualisation eSports assemblage practices. In our endeavour, illustrate that performed consumers through...

Social media influencer (SMI) advertising is on the rise; however, extant theory regarding determinants of SMI effectiveness undeveloped. The present research establishes when and how type based number followers influences effectiveness. Specifically, findings four experimental studies show that micro-influencers (those who have 10,000 to 100,000 followers) are more persuasive than mega-influencers 1 million because endorsements by (versus mega-influencers) bestow higher perceptions...

This article explores the role of symbols in value cocreation order to develop a deeper understanding how actors communicate, interact, and reconcile perspectives as they integrate exchange resources create for themselves others. We draw on service ecosystems approach propose conceptual framework that highlights varying views articulates way which results from integration interactions among multiple actors. argue guide enacting particular practices enable shared meanings, help determine...

Purpose The purpose of this paper is to explore the intentions share electronic word-of-mouth (E-WOM) messages on social media websites depending tie strength, perceptions temporal distance and concreteness promotional messages.

This study establishes that the experience of narrative transportation has a positive influence on viral advertising. The relative strength this relationship, however, depends several boundary conditions associated with paratextual features social networking service (SNS) environments. Specifically, it is stronger if senders and intended receivers have personal ties. Moreover, negatively moderated by advertising disclosure elicits persuasion knowledge. Finally, negative effect knowledge...

Purpose – The purpose of this paper is to examine the emergence a global luxury brand industry and discusses previous conceptualisations brands. In endeavour, study illustrates unique context consumption, highlight several developments in extant literature, advocate for advancement consumer-centric paradigm branding. Design/methodology/approach reviews industry, macro-environmental trends that have influenced critically evaluates existing literature on brands, offers directions future...

Abstract Countervailing discourses of cultural appreciation versus appropriation are fueling a tension between the ethnic consumer subject, who views consumption difference as valorized identity project, and responsibilized is tasked with considering societal impacts such consumption. Drawing on an extended qualitative investigation international K-pop consumers, this study illustrates that spurs consumers to pursue self-authorization—the reflexive reconfiguration self in relation social...

The literature on trolling has viewed as discrete instances of transgression undertaken by antagonistic individuals. We identify three main issues with current theorizations: diffuse definitions "trolling," blurred boundaries between and other online anti-social behaviors, the context dependency trolling. To address these unresolved issues, we adopt a practice-based theoretical approach. Informed this approach, analyze behaviors not products individuals' attitudes, values, decisions, but...

This study draws on the psychological tenets of implicit self-theories, which differentiate between individuals with entity versus incremental orientations, to deepen our understanding about how consumers evaluate luxury-brand advertising appeals. Our findings show that theorist are more attracted symbolic value appeals luxury brands, whereas theorists functional Furthermore, we consumers' self-theories can be purposively primed by managers textual elements a message increase its...

Purpose This paper aims to examine when and how the number of “likes” can exert significant influence on consumer evaluations social media advertising. It sheds a novel perspective “likes”, advertising disclosures presence firm-serving motives effectiveness. Design/methodology/approach Study 1 examines influences attitudes towards sponsoring brand by strengthening credibility, ads are effectively (vs non-effectively) disclosed. 2 further establishes for disclosed varies depending whether...

This research examines how warmth and competence advertising can be effectively utilized in luxury sustainable brand advertising. Across four experimental studies, this shows diametrically opposite “match-up” effects between appeals construal levels for brands. For a brand, consumers show favorable evaluations when (competence) appeal is combined with high (low) level. In contrast, (warmth) Further, these match-up are mediated by two distinct mechanisms: admiration (a level) processing...

Emerging research on social media influencer (SMI) marketing differentiates between micro-influencers and mega-influencers. In the present research, we establish that these two types of SMIs can yield different levels consumer intention to generate word mouth (WOM). Specifically, consumers are more likely WOM about endorsements made by micro- (vs. mega-) influencers. Importantly, however, such an effect SMI type occurs only when adopt a growth (but not fixed) mindset. This is because with...

Computer games are now a significant consumption activity in consumer culture. Informed by interdisciplinary studies and drawing on data from in‐depth interviews with players of the Warcraft III computer game, we explore relationship between play storytelling during digital play. Understanding that such is determined systems game rules characters settings capable conveying cultural meanings to players, found can be designed ways encourage consumers co‐create meaningful story plots derived...

Purpose This study aims to investigate how the effectiveness of luxury advertising can be improved by matching emotional (promotion pride vs prevention pride) and value (authenticity exclusivity) appeals within messages. Design/methodology/approach Three experiments were conducted. Studies 1A 1B establish influence incidental emotions regulatory focus on consumer preferences for divergent (exclusivity authenticity) advertisements. Study 2 shows match-up effects congruent effectiveness....