Abstract How is consumer desire transformed by contemporary technology? Most extant theory holds that technology rationalizes and reduces passion. In our investigation of networks desire—complex open systems machines, consumers, energy, objects—we find increasing the passion to consume. Effects depend upon participation in network, which can be private, public, or professional. Private tends discipline into interests reflecting established cultural categories. Public professional build new...

Service organizations, emboldened by the imperative to innovate, are increasingly introducing robots frontline service encounters. However, as they augment or substitute human employees with robots, may struggle convince a distrusting public of their brand’s ethical credentials. Consequently, this article develops and tests holistic framework ascertain deeper understanding customer perceptions (FLSRs) than has previously been attempted. Our experimental studies investigate effects (1) role...

Purpose – To critically examine the current definitions of key constructs technology acceptance model (TAM) in a consumer technology‐based service.

Service research highlights the utility of adopting a service ecosystem approach to studying innovation. It suggests that innovations can arise from challenging and developing institutions (i.e., norms, rules, practices, meanings, symbols) which underpin an ecosystem. Also, recent emphasis on consumer well-being posits studies provision poor consumers are needed. Reflecting these priorities, context this case study innovation is food waste ecosystem, whereby contribute alleviation poverty...

We seek to move beyond the exalted figure of heroic entrepreneur that predominates study entrepreneurship; take a less agentic view tell stories rarely told, and demonstrate how historical technocultural forces are as instrumental in directing entrepreneurial activity individual motivations. enlist work Foucault others, conjunction with netnographic fieldwork focuses on an assemblage young YouTubers striving become what we call autopreneurs. reveal they internalize structure feeling, divined...

The process of compulsory competitive tendering (CCT) for the provision local-government services has forced significant changes to way in which such have been provided, whether contracted out or remain in-house, and spawned a considerable literature on impact these quality, reach, cost public services. primary focus this service users (or ‘consumers’) local taxpayer. In paper, however, we attempt an analysis terms their nature work within sector Empirical evidence geographical sectoral...

Purpose This paper makes the case for use of real diaries as an alternative methodology in marketing research. It is argued that Qualitative Diary Research (QDR) and consumer research innovative way to capture rich insights into processes, relationships, settings, products consumers. Design/methodology/approach To illustrate utility QDR this explores phenomenon text messaging. One hundred twenty two “texters” were recruited maintain personal introspective 1 week; recording, not only each...

Purpose This paper aims to strengthen the process of design thinking by aligning it with netnography, specifically auto-netnography, which this asserts is particularly suited task studying and enriching actions “designerly types” who seek fashion monetisable businesses. Design/methodology/approach conducts an auto-netnography a structure divined from established theory – that empathising, defining, ideating, prototyping testing afford understanding how popular health food influencer designs...

Abstract This paper explores the impact of ‘mobilization’ employed mothers by UK government to home‐school and care for children while performing paid work at home, in order limit Covid‐19 transmission. Drawing upon actor network theory (ANT), we extend John Law's (1994) concept ‘modes ordering’ (or strategic shifts response change when power relations are unequal) illuminate how mothers’ networks were re‐ordered. In this netnography, observe they re‐ordered personal local combine...

Abstract Most families in the Western world are aware of Harry Potter, stupendously successful stories about a boy wizard “who lived.” familiar with shadow tales attached to Potter—the rags riches author, mega‐blockbuster movies, forthcoming theme park Florida, long lines enthusiastic consumers outside book stores at midnight. short, is Niagara narratives, sea stories. This paper plots Potter onto Booker's seven‐element theory narrative emplotment and considers how interact brand phenomenon....

Abstract Not long ago, Compare the Market, a UK-based online aggregator of car insurance quotes, had little distinctive presence in marketplace. Yet company's fortunes have been radically transformed since launch early 2009 its award-winning marketing campaign, 'Compare Meerkat', fronted by much-loved anthropomorphic mascot, Aleksandr Orlov. This paper utilises literary insights to explain peculiar piquancy this popular campaign. To establish consumer appeal, we conduct exploration rich,...

Using the example of cycling, authors contribute to public policy debates surrounding sustainability. They employ practice theory shift debate away from consumer choice and agency examine instead why sustainable practices are not always available consumers. Therefore, rather than asking, “Why don’t people cycle?” ask, isn’t cycling thriving?” Practice focuses on material, meanings, competences as components a practice, positing that can thrive grow only when these elements come together. By...

Purpose The purpose of this paper is to explore poor service encounters from the customer's perspective. Design/methodology/approach Multiple autoethnographic accounts overwhelmingly dreadful customer experiences at a department store were gathered and analyzed. writers asked only chronicle their experiences, not directed comment specifically on retail employee behaviour. Thus different approach dysfunctional behaviour offered complement research sabotage, internal marketing delivery gaps....

According to the foundational premises of service-dominant logic marketing, in determining their experiences, customers use and integrate (operant) resources co-create value. This paper considers potential, for marketing consumer research, recognising customer integrating them into research process. Three approaches are described – (blank page) diaries; multiple introspections; critics order evaluate potential. Practical issues involved with treating students as partners process raised.

Much has been written about Service-Dominant Logic, Vargo and Lusch's vaunted contention that service isn't an add-on to goods but are tangible reminders of service. Most these writings conceptual rather than empirical, however. This paper adds empirical dimension SDL by means a qualitative study the Harry Potter phenomenon. It shows although can be successfully viewed through V&L's lens, picture is not crystal clear. So vague resultant image, in fact, should handled with considerable care...

By examining witch tourism in Lancashire, England, this paper reveals the ideological role that dark histories fulfil for consumer culture. Drawing on ethnographic fieldwork, we explore thanatourism as a means 'post-historical' subjects to conceive of wilder, pre-liberal worlds before capitalist realism extinguished all alternatives. Nevertheless, because how history remains subsumed and consumed commercially, works support rather than subvert tacit endorsement neoliberal-capitalist present....

For some companies, learning to live in 'the experience economy' has been difficult. While the usual suspects of marketing excellence are held aloft as exemplars for them emulate, many remain intimidated, alienated and disengaged by machinations such mega-marketers. In response a recent call capture harsh reality subjective personal customer experience, we attempt reengage estranged chronicling offering late Lewis's department store. To this end, introduce introspection into services...

Most marketing researchers with an interest in the mythic machinations of celebrity culture assume that being implicated a scandal is detrimental to long-term brand-building efforts. However, our premise this assumption often misguided. We argue celebrities who court sometimes find media coverage it precipitates – especially when spun narrative compelling can significantly increase their brand value. To support assertion, we begin by reviewing literature on scandal. Following this,...

Abstract This article investigates the dynamics of long-term gift exchange between British mothers and their adult daughters, delving into processes behind dyadic giving. Through 54 comprehensive interviews, we elaborate micropolitics that characterize these dynamics. Micropolitics refers to subtle, everyday interactions, including exchange, shape ongoing negotiation roles management conflict or consensus within relationships. The study uncovers how manifest through four distinct exchange:...

Few cities in the UK lack an 'authentic' Irish bar, be it O'Neill's, Scruffy Murphy's or Shifty O'Shea's. Theme pubs, like theme parks, hotels and restaurants, are very big business. Yet marketing academy seems somewhat reluctant to investigate such establishments, professionally at least. This essay examines pub phenomenon offers some reflexive reflections on recent, rapid rise of themed environments. It concludes with lessons for scholars, contending that excess is essence our field. As...

Purpose This paper aims to explain a celebrity’s deep resonance with consumers by unpacking the individual constituents of polysemic appeal. While celebrities are traditionally theorised as unidimensional semiotic receptacles cultural meaning, authors conceptualise them here instead human beings/performers multi-constitutional, consumer Design/methodology/approach Supporting evidence is drawn from autoethnographic data collected over total period 25 months and structured through hermeneutic...

Just as we hate it when our friends become successful, nations other successful. Take the American nation with its perennial list of world‐leading brands, domination...