Consumers, Play and Communitas-an Anthropological View on Building Consumer Involvement on a Mass Scale

• Authors: Małgorzata Karpińska-Krakowiak
• Languages of publication: EN

Abstracts

EN

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.

Keywords

EN

Communitas; consumer involvement; Heineken Open’er Festival; marketing events; play; the Fun Theory

• Publisher: Polskie Towarzystwo Socjologiczne
• Journal: Polish Sociological Review
• Year: 2014
• Volume: 187
• Issue: 3
• Pages: 517-332

Dates

published

2014-09-30

Contributors

author

Małgorzata Karpińska-Krakowiak

• University of Lodz