Envisioning consumers
- Author(s)
- Russell W. Belk, Marylouise Caldwell, Timothy M. Devinney, Giana M. Eckhardt, Paul Henry, Robert Kozinets, Emmanuella Plakoyiannaki
- Abstract
Based on a review of the past 30 years of videographic research and outputs in the field of marketing, we highlight the key contributions that videography has made to the marketing literature and identify the key issues facing videographic research today. We develop a typology that identifies four ways that videography can contribute to theory development and verification, presenting new criteria for assessing academic videographies. We note that making theoretical contributions is one of the most difficult issues facing videographic researchers and that this is an area in need of significant developments to help the field progress. Finally, we envision what the future of videography might look like and consider the implications of new forms of videographies.
- Organisation(s)
- External organisation(s)
- York University, The University of Sydney, University of Leeds, University of London, University of Southern California
- Journal
- Journal of Marketing Management
- Volume
- 34
- Pages
- 432-458
- No. of pages
- 27
- ISSN
- 0267-257X
- DOI
- https://doi.org/10.1080/0267257X.2017.1377754
- Publication date
- 03-2018
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502016 SME-research
- Keywords
- ASJC Scopus subject areas
- Strategy and Management, Marketing
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/envisioning-consumers(a9bde1a4-34e3-4fa4-a1d6-4f90d5f8ee87).html