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Christian Fuentes.

Christian Fuentes

Professor

Christian Fuentes.

Smart consumers come undone: Breakdowns in the process of digital agencing

Author

  • Christian Fuentes

Summary, in English

While digitalisation is a widespread technological, social and economic process, shaping markets and consumers, not all efforts to produce digitalised smart consumers are successful. The aim of this paper is to explore and explain failures in the digital agencing of consumers. Making use of the market studies literature on consumer agencing, and drawing on an ethnographic study of ethical shopping apps, the paper explores how as well as under what conditions efforts to enact smart ethical shoppers fail. Results show that it is the immutability of apps that leads to breakdowns in the process of digital agencing. While these apps were scripted to configure consumers, they can seldom be configured by consumers. Because of this, the apps could not be adjusted to specific situations and consumer-assemblages.

Department/s

  • Department of Service Studies

Publishing year

2019-11-06

Language

English

Pages

1542-1562

Publication/Series

Journal of Marketing Management

Volume

35

Issue

15-16

Document type

Journal article

Publisher

Westburn Publishers

Topic

  • Business Administration
  • Social Sciences Interdisciplinary

Keywords

  • digital
  • consumer
  • Consumer Culture
  • market studies
  • Smartphone applications

Status

Published

ISBN/ISSN/Other

  • ISSN: 0267-257X