254 pages | 31 B/W Illus.
Contemporary consumer society is increasingly saturated by digital technology, and the devices that deliver this are increasingly transforming consumption patterns. Social media, smartphones, mobile apps and digital retailing merge with traditional consumption spheres, supported by digital devices which further encourage consumers to communicate and influence other consumers to consume.
Through a wide range of empirical studies which analyse the impact of digital devices, this volume explores the digitization of consumption and shows how consumer culture and consumption practices are fundamentally intertwined and mediated by digital devices. Exploring the development of new consumer cultures, leading international scholars from sociology, marketing and ethnology examine the effects on practices of consumption and marketing, through topics including big data, digital traces, streaming services, wearables, and social media’s impact on ethical consumption.
Digitalizing Consumption makes an important contribution to practice-based approaches to consumption, particularly the use of market devices in consumers’ everyday consumer life, and will be of interest to scholars of marketing, cultural studies, consumer research, organization and management.
By following traces, practices and ‘devicification’, the chapters of this edited collection take us through the profound transformations that characterise contemporary digital consumption. Digital consumers are now not more or less than their devices. Consumers, devices, data, infrastructures and algorithms form composites with consequence.
Daniel Neyland, Professor of Sociology, Goldsmiths, UK.
This is a terrific collection that takes the dynamic, material processes of digitalization, rather than ‘the digital’ as its departure point. As a result, the authors are able to expose the rhythms, traces and consequences of digitalization on consumption, and on social life more broadly. It should be required reading for anyone who wants to move beyond the hype to understand how digitalization is working through infrastructures that artfully combine the enterprises of consumers and professionals to monitor and frame consumption.
Liz McFall, Senior Lecturer in Sociology at the Open University, UK.
The digitalization of consumption is an important field of research that, so far, has not been adequately explored. This book makes a much need contribution by combining in-depth empirical analysis with new theoretical insights. I think it is a must-read for anyone with an interest in this field.
Adam Arvidsson, Associate Professor of Sociology, University of Milan, Italy.
TABLE OF CONTENTS
Recent years have witnessed an ‘interpretive turn’ in marketing and consumer research. Methodologies from the humanities are taking their place alongside those drawn from the traditional social sciences. Qualitative and literary modes of marketing discourse are growing in popularity. Art and aesthetics are increasingly firing the marketing imagination. This series brings together the most innovative work in the burgeoning interpretive marketing research tradition. It ranges across the methodological spectrum from grounded theory to personal introspection, covering all aspects of the postmodern marketing ‘mix’, from advertising to product development, and embracing marketing’s principal sub-disciplines.