Fusion of worlds : consumers’ self-narrative in a hybrid physical/digital world

Susilo, Tifani, Luck, Edwina M., & Mathews, Shane W. (2014) Fusion of worlds : consumers’ self-narrative in a hybrid physical/digital world. In Rundle-Thiele, Sharyn, Kubacki, Krzysztof, & Arli, Denni (Eds.) Proceedings of the 2014 Australian and New Zealand Marketing Academy Conference (ANZMAC): Agents of Change, ANZMAC, Brisbane, QLD, pp. 1372-1379.


As the Internet becomes deeply embedded into consumers’ daily life, the digital virtual world brings significant influence to consumers’ self and narrative. Prior studies look at consumer self from either from a certain online space or comparing consumers’ physical and digital virtual selves but not the integration of the physical/digital world. This paper aims to explore the meanings of the digital virtual space on consumers’ narrative as a whole (their interests, dreams, or subjectivity). We utilise a postmodern concept of the cyborg to understand the cultural complexity, subjective meanings of, and the extent to which the digital virtual space plays a role in consumers’ self-narrative. We conducted in-depth interviews and gathered three consumer narratives. Our findings indicate that consumers’ narrative contains important fragments from both physical and digital virtual worlds and their physical and digital virtual selves form a feedback loop that strengthen their overall narrative.

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ID Code: 81597
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: Consumer Self-narrative, Identity Projects, Digital Self, Digital Virtual Space
ISSN: 1447-3275
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2014 [please consult the author]
Deposited On: 04 Feb 2015 23:06
Last Modified: 27 Jun 2017 02:47

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