- Tytuł:
- Consumers, Play and Communitas-an Anthropological View on Building Consumer Involvement on a Mass Scale
- Autorzy:
- Karpińska-Krakowiak, Małgorzata
- Powiązania:
- https://bibliotekanauki.pl/articles/1811416.pdf
- Data publikacji:
- 2014-09-30
- Wydawca:
- Polskie Towarzystwo Socjologiczne
- Tematy:
-
Communitas
consumer involvement
Heineken Open’er Festival
marketing events
play
the Fun Theory - Opis:
- There is an increasing interest in effective methods for building consumer involvement on a mass scale. This paper offers an interdisciplinary theoretical framework for consumer involvement analysis and forwards an anthropological approach to this issue. It uses categories of play and communitas to examine cultural dynamics underlying consumer involvement. It summarizes and extends theoretical understanding of the topic and provides numerous examples from contemporary marketplace such as Heineken Open’er Festival and Volkswagen ‘Fun Theory’ initiative. Several research propositions are formulated for future empirical endeavors and implications for practice are defined.
- Źródło:
-
Polish Sociological Review; 2014, 187, 3; 517-332
1231-1413
2657-4276 - Pojawia się w:
- Polish Sociological Review
- Dostawca treści:
- Biblioteka Nauki
Artykuł