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://ucris.univie.ac.at/portal/en/publications/envisioning-consumers(a9bde1a4-34e3-4fa4-a1d6-4f90d5f8ee87).html