Being hybrid

Klára Šimůnková introduces online/offline hybridity both as a new kind of hybridity and a universal contemporary human condition, and presents the concept of hybrid space as a new frame of reference.

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Ontological security as an unconscious motive of social media users

Charles Areni suggests that the quest for ontological security is a conceptual lens through which consumers’ engagement with nostalgia-evoking content on social media can be understood by marketers and other social researchers.

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Consumer vulnerability: Why subtle signals may say more than 1000 words

Nicklas Salomonson discusses his research with Per Echeverri, in which they examine consumer vulnerability in mobility service interactions.

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The rules of engagement: how to motivate consumers to engage with branded mobile apps

Stocchi discusses her research with Michaelidou, Pourazad & Micevski, revealing some important steps that marketers can follow to make the most of the engagement opportunities through branded mobile apps.

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Professional Knowing – Adjusting the Lens towards the Marketing Practitioner

Nicole Gross and Mikko Laamanen ethnographically explore the knowledge that practitioners hold and share about marketing, and discuss what the marketing discipline can learn from professional knowing in practice.

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How do children learn about media in Iran?

Kordrostami discusses her article with Vijayalakshmi & Laczniak investigating children’s media behaviour and parental concerns and mediation styles in Iran.

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Do consumers really care about corporate reputation?

Paul Burke, Grahame Dowling and Edward Wei examine how much value consumers place on corporate reputation against other product features when evaluating products.

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Breaking Taboos through Online Displays of the Sexual Self

Ekant Veer and Maja Golf-Papez investigate the way in which technology is being used to mediate sexual experiences between individuals and larger online communities.

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What can binge-watching tell us about escapism?

Scott Jones, James Cronin and Maria Piacentini use videography to conduct a micro-ethnographic engagement with consumers’ binge-watching experiences of the web-TV series House of Cards, exploring what they consider to be the “extended frontiers” of escapism.

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Five reasons why Game of Thrones satisfies our needs

Tom van Laer discusses his research with Luca Visconti & Stephanie Feiereisen into the need for narrative, finding five motivations for consuming stories varying from Game of Thrones specifically to other books, documentaries and films, to paintings and frescos, to music and novels.

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Anti-consumption in crisis

Andreas Chatzidakis and Pauline Maclaran discuss their collaborative videography about Skoros, an anti-consumerist collective in Athens, Greece.

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Why Marketers Should 💓 Emojis but 🐝 Aware of Potential Pitfalls

Jing Ge and Ulrike Gretzel establish that emojis are a new form of visual communication that can help marketers and influencers grab social media users’ attention and elicit engagement.

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