Dancing With Commercialism: Emphasizing Dramatism to Persuade
Drawing on performance theory, we examined how bloggers use dramatistic performance to ease the tension between commercial intent and communal norms. We found blogging performance can produce transformation at different levels including transforming content to consumer desire, brand indifference to brand interests, and change accidental audience to integral audience.
Citation:
Yuxin Bai, Xin Zhao, and Hayley Cocker (2018) ,"Dancing With Commercialism: Emphasizing Dramatism to Persuade", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 465-466.
Authors
Yuxin Bai, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Hayley Cocker, Lancaster University, UK
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Tackling Over-Consumption: How Proximal Depictions of Unhealthy Food Products Influence the Consumption Behavior
Sumit Malik, IE Business School, IE University
Eda Sayin, IE Business School, IE University, Spain
Kriti Jain, IE Business School, IE University, Spain
Featured
I, Me, Mine: The Effect of the Explicitness of Self-Anchoring on Consumer Evaluations
Adrienne E Foos, Mercyhurst University
Kathleen A Keeling, University of Manchester, UK
Debbie I Keeling, University of Sussex
Featured
M7. The Mixed Effects of Nostalgia on Consumer Switching Behavior
Zhongqiang (Tak) Huang, University of Hong Kong
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University