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.
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.
Yuxin Bai, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Hayley Cocker, Lancaster University, UK
NA - Advances in Consumer Research Volume 46 | 2018
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