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Research has recently highlighted processes of platformization through which consumer activities are shaped by socio-technical features of digital environments. Prior theorizations have focused on corporate-initiated platform dynamics and affordances, emphasizing either the managerial facets of platformization or how consumers use and interact with these platforms. Our interpretive research on Familyship.org offers a contrasting case and theorizes how ordinary consumers, thwarted by social and legal constraints in their desires to create families, leverage platformization for family creation and consumption. Our findings conceptualize consumer-initiated platforms and show how their key affordances— embeddedness, privacy, modularization, and scaling —shape one of the most sacred spheres of life, the institution of family. Our study contributes by theorizing how consumer-initiated platform affordances differ from dominant corporate-initiated ones and why the differences matter. We discuss how they can help consumers to find solutions to acute consumption problems and to reimagine dominant cultural institutions. [ABSTRACT FROM AUTHOR]

Loyal alumni are a mainstay of financial support for many universities. This empirical study of university alumni situates the emerging theory of brand community within the world of university development and advancement. The study measures key relationships that one would expect to find in a healthy university brand community. Most importantly, this research demonstrates the powerful contribution that understanding and managing brand community can make to those interested in the advancement of higher education. We find that integration within a university brand community explains important loyalty-related behaviors such as future donations to the university and the purchase and display of university logo merchandise.

Relationship marketing has made its way into the practices of university administrations. With it have also arrived many problems associated with the aggressive use of CRM technologies. One particularly effective and healthy approach to relationship marketing in higher education is to treat the university, with all of its stakeholders, as a brand community, and to pursue policies and programs to strengthen the relationships that define the community. With this paper, we examine an important class of relationship often neglected in the CRM literature, i.e., the relationships among the customers who support the brand and who ultimately give it its meaning and vitality. Specifically, we explore how the nature of relationships among students affects their long-term loyalty to a university. The results of a telephone survey of university alumni demonstrate the importance of certain types of university experiences on student relationships and, thereafter, on loyalty to their alma mater and their intentions to support the university in the future. (Contains 1 figure and 3 tables.)

Consumer movements strive to change markets when those markets produce value outcomes that conflict with consumers' higher-order values. Prior studies argue that consumer movements primarily seek to challenge these value outcomes by championing alternative higher-order values or by pressuring institutions to change market governance mechanisms. Building on and refining theorization on value regimes, this study illuminates a new type of consumer movement strategy where consumers collaborate to construct alternative object pathways. The study draws from ethnographic fieldwork in the German retail food sector and shows how building alternative object pathways allowed a consumer movement to mitigate the value regime's excessive production of food waste. The revised value regime theorization offers a new and more holistic way of understanding and contextualizing how and where consumer movements mobilize for change. It also provides a new tool for understanding systemic value creation and the role of consumers in such processes. [ABSTRACT FROM AUTHOR]

Organizations face and contribute to mounting social problems and environmental degradation. Regenerative organizations seek to reverse this damage, emphasizing how to help local places flourish. Drawing on a six-year inductive study of one such regenerative organization, we derive an empirically grounded model which argues that regeneration depends on effectively managing place-based tensions paradoxically. Shorefast built social enterprises aimed at redeveloping the cultural and economic resilience of Fogo Island, Canada, a community devastated by the collapse of the North Atlantic cod fishery. They triggered place-based tensions and managed them paradoxically by creating conditions for meaningful exchange and by taking a patient approach. Together, these efforts facilitated both the discovery of place-based opportunities and the regeneration of place. Our model challenges organizational researchers studying place to move beyond considering place-based tensions as conflicts and, instead, to study their paradoxical nature and management. To paradox research, we contribute insight into paradoxes of place. [ABSTRACT FROM AUTHOR]

This study delivers a clearer understanding of the constitution of the datapreneurial consumer, the role of the market in that construction, and the implications for consumer identity projects in the age of Big Data and an increasingly data- and surveillance-driven society. The study uses a theoretical framework of the "quantified self" (QS) to examine consumers (re)building creditworthiness. In the context of a major online credit-user forum, it employs creative-nonfiction methodology to protect forum-member privacy. To the literature on creditworthiness, the study contributes a process model of the construction of the datapreneurial credit consumer identity. To the QS literature, it offers insight into how consumers may embrace quantification and self-tracking, even in areas where they are nudged or pushed into it. To the sociology of quantification literature, it adds empirics to explain how consumers may embrace market-provided self-quantification resources in attempts to liberate themselves from the structural control of that very quantification. [ABSTRACT FROM AUTHOR]

Identity construction involves accumulating cultural, social, and symbolic capital, with initial endowments being accrued through socialization into one’s habitus. This research explores the experiences of individuals that feel a lack of capital, which leads to ambiguity regarding their identities and places in the world. Through in-depth interviews, this interpretive research shows that such individuals may turn to fandom for gaining status and belonging. Fandoms are consumption fields with clear, limited forms of cultural capital. Through serial fandom and engagement with fandom in different ways, individuals were able to learn the skill of identifying and accruing relevant cultural capital. The skill became decontextualized and recontextualized, allowing individuals to transcend fandom and accrue general forms of cultural capital. Learning the skill aids individuals in dealing with the simultaneously debilitating and empowering freedom of contemporary consumer culture. Moreover, gaining cultural capital could be altogether developing into the form of the process we describe. [ABSTRACT FROM PUBLISHER]

Consumer ethnographers by virtue of their craft develop levels of knowledge and understanding about people that run deeper than what they report to corporate clients or in the pages of academic journals. It may be knowledge that does not tell a particular brand story or serve a popular theoretical framework, and yet it matters. This story plays in the realm of that surplus understanding. It is a work of fiction. All characters and incidents are the author's creations. [ABSTRACT FROM PUBLISHER]