Digital Consumption
Our perspective on consumption is that it is a complex phenomenon that necessarily includes not only consumers but also marketing and the many technologies and other instruments that shape both commerce and consumption. By digitalization of consumption, we refer to processes whereby digital technologies transform how consumers interact with, access, and engage in the purchase, use, and disposal of products and services. This includes how products and services are marketed, consumed, and experienced via digital platforms and tools. It encompasses the technical infrastructure and the cultural practices and societal consequences surrounding consumption in the digital era.
We study the relationship between consumers, companies, non-commercial actors, and digital technology, and how this relationship is created and transformed, focusing on the role of digitalization in these processes. Our research focuses on digital consumption practices, various actors within digital commerce, including e-commerce platforms and digital marketers, as well as innovative business models.
To investigate the digitalization of consumption, we often use ethnographic and qualitative methods such as interviews and observations, which allow us to follow consumers and other market actors and their actions both online and offline. However, the group also applies quantitative methods with a data-driven approach. Our research is characterized by the interdisciplinary composition of the research group, with representation from marketing, management, cultural studies, and fashion studies.
