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 More

Featured

Improving Customer Satisfaction Online through Valence Matching

Hannah Perfecto, Washington University, USA
Leif D. Nelson, University of California Berkeley, USA

Read More

Featured

The Embodiment of Repair: Consumer Experiences of Material Singularity and Practice Disruption

Matthew Godfrey, University of Arizona, USA
Linda L Price, University of Oregon, USA
Robert F. Lusch, University of Arizona, USA

Read More

Featured

O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude

Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.