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Smart Consumers Come Undone: Breakdowns in the process of digital agencing
University of Borås, Faculty of Textiles, Engineering and Business.ORCID iD: 0000-0001-6687-274X
2020 (English)In: Journal of Marketing Mangement, ISSN 0267-257X, Vol. 35, no 15-16, p. 1542-1562Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
2020. Vol. 35, no 15-16, p. 1542-1562
Keywords [en]
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.
National Category
Business Administration
Research subject
Business and IT
Identifiers
URN: urn:nbn:se:hb:diva-23719DOI: 10.1080/0267257X.2019.1686050ISI: 000493878400001Scopus ID: 2-s2.0-85074780375OAI: oai:DiVA.org:hb-23719DiVA, id: diva2:1460312
Available from: 2020-08-23 Created: 2020-08-23 Last updated: 2021-10-21Bibliographically approved

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Fuentes, Christian

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