Mapping Out Digital Materiality – Insights For Consumer Research

Richard Kedzior, HANKEN, Finland
This paper problematizes the conceptualization of materiality in consumer research by introducing and delineating the concept of digital materiality. Drawing on an interdisciplinary evidence and using data gathered during a netnographic inquiry in a virtual world this theorization demonstrates the importance of understanding different regimes of materiality in interpreting consumer behavior.
[ to cite ]:
Richard Kedzior (2009) ,"Mapping Out Digital Materiality – Insights For Consumer Research", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 20-26.