Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Paradox, tribalism and the transitional consumption experience
T2 - in light of post-postmodernism
AU - Skandalis, Alexandros
AU - Byrom, John
AU - Banister, Emma
PY - 2016/7/11
Y1 - 2016/7/11
N2 - PurposeThe aim of this paper is to explore how the paradox of individualism/tribalism is brought into play and negotiated by consumers in the wake of the post-postmodern era.Design/methodology/approachThe paper draws on netnographic and interview data from the Greek football manager (FM) online gaming community. FM is a simulation strategy game in which players act as “real-life” managers from the screen of their computer.FindingsA central paradox and a set of four supporting paradoxes are identified. These paradoxes give rise to a transitional mode of experience, which lies on the borders of reality and fantasy, and is realised both at the individual and the tribal levels.Originality/valueThis study makes a threefold contribution. First, it advances the understanding of the paradoxical aspects of consumption experiences in light of post-postmodern consumer culture. Second, it shows how these paradoxes are negotiated by consumers between individual and tribal levels. Third, it extends the understanding of the nature of consumption experiences through the development of the concept of the transitional consumption experience.
AB - PurposeThe aim of this paper is to explore how the paradox of individualism/tribalism is brought into play and negotiated by consumers in the wake of the post-postmodern era.Design/methodology/approachThe paper draws on netnographic and interview data from the Greek football manager (FM) online gaming community. FM is a simulation strategy game in which players act as “real-life” managers from the screen of their computer.FindingsA central paradox and a set of four supporting paradoxes are identified. These paradoxes give rise to a transitional mode of experience, which lies on the borders of reality and fantasy, and is realised both at the individual and the tribal levels.Originality/valueThis study makes a threefold contribution. First, it advances the understanding of the paradoxical aspects of consumption experiences in light of post-postmodern consumer culture. Second, it shows how these paradoxes are negotiated by consumers between individual and tribal levels. Third, it extends the understanding of the nature of consumption experiences through the development of the concept of the transitional consumption experience.
KW - Consumption experiences
KW - Consumer culture
KW - Paradoxes
KW - Consumption communities
KW - Post-postmodernism
KW - Transitional phenomena
U2 - 10.1108/EJM-12-2014-0775
DO - 10.1108/EJM-12-2014-0775
M3 - Journal article
VL - 50
SP - 1308
EP - 1325
JO - European Journal of Marketing
JF - European Journal of Marketing
SN - 0309-0566
IS - 7-8
ER -