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Full Description
This book offers a unique methodological guide for social and marketing scholars interested in understanding and using digital methods to explore the processes of platformisation of consumer culture unfolding on digital media. The book introduces the reader to key digital methods concepts, strategies, and techniques through a set of ad hoc case studies focused on the most prominent digital platforms (such as Facebook, Spotify, or TripAdvisor) as well as emerging trends in digital consumer culture (such as, the consumption of nostalgia, the radicalisation of taste, or ephemeral consumption).
Contents
Acknowledgments, I. Introduction, II. Methodological Framework, Chapter 1: Consuming Nostalgia on Facebook, Chapter 2: YouTube and the Radicalisation (?) of Consumption, Chapter 3: The Platformisation of Music Genres on Spotify, Chapter 4: Exploring the Role of Fake News and Bots in Brand Communication on Twitter and Their Impact on Brand Value and Consumer Culture, Chapter 5: Instagram Influencers at the Crossroad between Publics and Communities, Chapter 6: Assessing the Impact of Kitchen Nightmares through TripAdvisor, Chapter 7: Thinking of the Same Place: the Trivialisation of the Sharing Economy on Airbnb, Chapter 8: Ephemeral Content and Ephemeral Consumption on TikTok, Conclusion, Bibliography, List of Figures, List of Tables, Index.
