Mapping Out Digital Materiality – Insights For Consumer Research
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.
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.
Richard Kedzior, HANKEN, Finland
NA - Advances in Consumer Research Volume 36 | 2009
When Perceiving Oneself as a Spender Increases Saving
Emily Garbinsky, University of Notre Dame, USA
Nicole Mead, University of Melbourne, Australia
Brand Relationships in a "Post-Fact” World
Luciana Velloso, York University, Canada
Eileen Fischer, York University, Canada
D3. Social Exclusion and WOM about Past versus Future Experiences
Melis Ceylan, Koc University, Turkey
Ezgi Akpinar, Koc University, Turkey
Selin Atalay, Frankfurt School of Finance and Management, Germany