The first generation that has grown up in a digital world is now in our university classrooms. They, their teachers and their parents have been fundamentally affected by the digitization of text, images, sound, objects and signals. They interact socially, play games, shop, read, write, work, listen to music, collaborate, produce and co-produce, search and browse very differently than in the pre-digital age.
Adopting emerging technologies easily, spending a large proportion of time online and multitasking are signs of the increasingly digital nature of our everyday lives. Yet consumer research is just beginning to emerge on how this affects basic human and consumer behaviours such as attention, learning, communications, relationships, entertainment and knowledge.
The Routledge Companion to Digital Consumption offers an introduction to the perspectives needed to rethink consumer behaviour in a digital age that we are coming to take for granted and which therefore often escapes careful research and reflective critical appraisal.
Table of Contents
Part I: What’s Digital? 1. Living in a Digital Age (Rosa Llamas and Russell Belk) 2. Digitizing Physical Objects in the Home (Alladi Venkatesh and Debora Dunkle) 3. The Digital Consumer (Donna L. Hoffman, Thomas P. Novak and Randy Stein) 4. The Posthuman Consumer (Norah Campbell) Part II: Representing the Self and Others 5. Blogs (Zeynep Arsel and Xin Zhao) 6. Fashion Blogging (Gachoucha Kretz and Kristine De Valck) 7. From Free Form to Templates: The Evolution of Self-Presentation in Cyberia (Hope Jensen Schau and Mary C. Gilly) Part III: Researching the Digital Consumer 8. Digital Youth, Mobile Phones and Text Messaging: Assessing the Profound Impact of a Technological Afterthought (Anthony Patterson) 9. Netnography and the Digital Consumer: The Quest for Cultural Insights (Robert V. Kozinets) 10. The Rise of the Customer Database: From Commercial Surveillance to Customer Production (Jason Pridmore and Detlev Zwick) 11. Researching Children in a Digital Age: Theoretical Perspectives and Observations from the Field (Vebjørg Tingstad) 12. New Forms of Digital Marketing Research (Elanor Colleoni) Part IV: Communicating, Interacting and Sharing 13. How Non-Western Consumers Negotiate Competing Ideologies of Sharing through the Consumption of Digital Technology (Anton Siebert) 14. Virtually 'Secret' Lives in 'Hidden' Communities (Ekant Veer) 15. Crowdsourcing (Andrea Hemetsberger) 16. Interactive Online Audiences (Marie Agnès Parmentier and Eileen Fischer) 17. Dating on the Internet (Helene M. Lawson and Kira Leck) Part V: Seeking Information and Shopping 18. Medicine 2.0 and Beyond: From Information Seeking to Knowledge Creation in Virtual Health Communities (Handan Vicdan and Nikhilesh Dholakia) 19. Stock Trading in the Digital Age: Speed, Agency and the Entrepreneurial Consumer (Detlev Zwick and Jonathan Schroeder) 20. Digital Virtual Consumption as Transformative Space (Mike Molesworth and Janice Denegri-Knott) 21. Consumer Decision Making in Online and Offline Environments (Elfriede Penz and Margaret K. Hogg) Part VI: Playing, Praying, Entertaining and Educating 22. Value Co-Creation in Virtual Environments (Sammy K. Bonsu) 23. "I don't really know where the Money does, do You?": Online Gambling and the Naive Screenager (June Cotte) 24. Viral Propagation of Consumer- or Marketer-Generated Messages (T.E. Dominic Yeo) 25. Digital Fandom: Mediation, Remediation and Demediation of Fan Practices (Clinton Lanier, Jr. and Aubrey R. Fowler III) 26. Online Games: Consuming Experiencing and Interacting in Virtual Worlds (João Pedro dos Santos Fleck, Marlon Dalmoro and Carlos Alberto Vargas Rossi) 27. The Brick Testament: Religiosity among the Adult Fans of Lego (Albert M. Muñiz, Jr., Yun Mi Antorini and Hope Jensen Schau) Part VII: Issues of Concern in Society and Culture 28. Surveilling Consumers: The Social Consequences of Data Processing on Amazon.com (Sachil Singh and David Lyon) 29. Online Privacy: Concepts, Issues and Research Avenues for Digital Consumption (Ian Grant and Kathryn Waite) 30. Self-Disclosure (Henri Weijo) 31. Consumer Activism 2.0: Tools for Social Change (Pia A. Albinsson and B. Yasanthi Perera) 32. Jack of all Trades, Master of...Some?: Multitasking in Digital Consumers (Sydney Chinchanachokchai and Brittany R. L. Duff) 33. Gender Roles and Gender Identification in Relation to Media and Consumption (Birgitte Tufte) 34. Online Consumer Movements (Jay M. Handelman) 35. The Digital Consumption of Death: Reflections on Virtual Mourning Practices on Social Network Sites (Ming Lim) 36. Consumer (Dis)Trust Online (Peter R. Darke, Ray L. Benedicktus and Michael K. Brady) 37. Afterword: Consuming the Digital (Tom Boellstorff)
Russell W. Belk is Kraft Foods Canada Chair in Marketing at the Schulich School of Business, York University, Canada. He is past President of the International Association of Marketing and Development and is a Fellow, past President and Film Festival co-founder of the Association for Consumer Research. He also co-initiated the Consumer Behavior Odyssey and the Consumer Culture Theory Conference. He has received the Paul D. Converse Award and the Sheth Foundation/Journal of Consumer Research Award for Long-Term Contribution to Consumer Research. His research involves the meanings of possessions, collecting, gift-giving, materialism, sharing and global consumer culture.
Rosa Llamas is Associate Professor of Marketing at the School of Business, University of León, Spain. Her research interests include the meaning of luxury, materialism, transformative consumer research and global consumer culture. Her work is often cultural, visual, qualitative and interpretive and has been conducted in varied cultural settings.
'Belk and Llamas have collected a number of insightful essays by a group of distinguished scholars to address a refreshingly broad set of topics connected with the emerging digital revolution in general and with its effects on consumers in particular. For years to come, this book will doubtless serve as the standard reference for anyone interested in studying the phenomenon of digital consumption.'
Morris B. Holbrook, Columbia University, USA
'The Routledge Companion to Digital Consumption is a valuable collection of essays by experts from around the world that assess the influence of the digital revolution on a variety of consumer activities. Its up-to-date content reveals the underlying principles that characterize how today’s consumers use digital technology in almost every aspect of their lives, forcing scholars from many areas to re-evaluate traditional theories of consumer behaviour and to formulate new theories to account for what it means to be digital.'
Ronald E. Goldsmith, Florida State University, USA
'This book does not just help you rethink consumer behavior in the digital age. It forces you to rethink what digital is, as a lived experience and a contextual ecosystem that changes how we think about and fashion ourselves, our relationships, our free time, and our consumption acts. To read this volume is to realize that you never truly understood "Digital" before.'
Susan Fournier, Boston University, USA
'What a fascinating and timely read! With such an impressive roster of contributors, it should come as no surprise that this book is informative and easy to read. The welcome surprise, though, is that there is so much valuable content. From explanations of useful research techniques to in-depth qualitative and quantitative empirical research, the editors have assembled an invaluable companion for academics and practitioners alike who seek a better understanding of the nuances of digital consumer behavior. I am excited to have this one in my toolkit.'
Michael Breazeale, University of Nebraska Omaha, USA