Contemporary consumers navigate a world of communication that often requires technology for relationship formation and maintenance and in which devices offer a range of extended and new possibilities for social connection. These technologies and the new forms of social connection they confer are having dramatic effects on consumers and consumption. The purpose of this paper is to provide a conceptual apparatus to encourage and enable further investigation of the variety of new socialities enabled by contemporary social technologies, which we term neosocialities. This paper provides some of the central contours, concepts, and meanings of this new social universe.
Kozinets, R., Gambetti, R. C., Biraghi, S., Consumption, technology +/x sociality, <<SC4 Colloquium of the Consumer Culture Theory Group of California>>, 2019; (February): 1-63 [http://hdl.handle.net/10807/144076]
Consumption, technology +/x sociality
Gambetti, Rossella Chiara;Biraghi, Silvia
2019
Abstract
Contemporary consumers navigate a world of communication that often requires technology for relationship formation and maintenance and in which devices offer a range of extended and new possibilities for social connection. These technologies and the new forms of social connection they confer are having dramatic effects on consumers and consumption. The purpose of this paper is to provide a conceptual apparatus to encourage and enable further investigation of the variety of new socialities enabled by contemporary social technologies, which we term neosocialities. This paper provides some of the central contours, concepts, and meanings of this new social universe.
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