Consumer Incivility in Virtual Spaces: Implications for Interactive Marketing Research and Practice

Dineva, Denitsa

doi:10.1007/978-3-031-14961-0_39

Cited by 3 publications

(2 citation statements)

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“…Users could assume and act behind multiple identities through digital avatars, where their "shadow self" may emerge. As such, consumer incivility, which is a set of undesirable and hostile interactions between individuals in virtual spaces (Dineva, 2023), could be seen even more in Metaverse. Besides, the dissociative anonymity and deindividuation increasingly recognized in an online setting (Suler, 2016) can further contribute to Metaverse users' engagement in online actions that are different from their inperson identity, like uncivil behaviors.…”

Section: Addressing Changes In Attitudes and Behaviorsmentioning

confidence: 99%

A buzzword, a phase or the next chapter for the Internet? The status and possibilities of the metaverse for tourism

Wei

2023

JHTI

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PurposeGrowing recognition of the metaverse has implied its far-reaching impacts on the tourism and hospitality industry. This paper sets out to detail the status of metaverse-related research in tourism and hospitality, propose intriguing directions for future studies and highlight multiple areas that call for immediate attention from practitioners in navigating the metaverse phenomenon.Design/methodology/approachThis viewpoint paper referenced the extant academic discussion on the metaverse, based on which timely suggestions for academia and practices are proposed.FindingsThis viewpoint paper presents an account of the metaverse and discusses the status of metaverse-related research in hospitality and tourism. It then proposes intriguing avenues for future research around the topics of marketing, reconceptualizing service quality, attitude and behaviors, electronic customer-to-customer interactions, transformative impacts on the society well-being and research methodology. Multiple areas that call for immediate attention from practitioners in navigating the metaverse phenomenon are also highlighted. Both scholars and industry organizations are called upon to assume some responsibility for mapping out protocols to guide the appropriate development, use and governance of metaverse worlds. Governments and policymakers are further encouraged to consider the ramifications of metaverse development for individuals and society and to devise proactive mitigation strategies.Practical implicationsThis viewpoint paper proposes several directions for future business practices in the areas of co-creation, experiential consumption, and emerging critical issues in healthcare, human resources, and social media services. It expects to inspire more discussion about the potential impacts of metaverse on the wider society. Its practical significance will further expand the theoretical foundation of the metaverse research and makes this viewpoint paper an intriguing prospect.Originality/valueThe nascent stage of academic discussion intended to guide the development of metaverse is noteworthy, which forms a notable contrast with the growing recognition of its potential of co-creating transformational experiences in hospitality and tourism. This viewpoint paper joins the current academic conversations acknowledging this phenomenon in hospitality and tourism. Provided the notable topicality and empirical relevance, the expanded scope and rich content the present viewpoint paper provides for metaverse will offer a fruitful ground for future research to tap further into currently underrepresented areas.

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Section: Addressing Changes In Attitudes and Behaviorsmentioning

confidence: 99%

A buzzword, a phase or the next chapter for the Internet? The status and possibilities of the metaverse for tourism

Wei

2023

JHTI

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“…Co-creation with AI, for instance, faces the issue of how to assess the ethicality of AI and ownership of the intellectual property. The hyper connections may also cause unethical or uncivil behaviors in interactive marketing applications, including gamification, addictive buying behavior, irrational and impulsive consumption (Al-Msallam et al , 2023; Bhutani and Behl, 2023; Dineva, 2023). As multilateral interdependence is a characteristic that sets the digital business ecosystem apart from hierarchical organizations, researchers should focus on the ethical rules and design features through which the ecosystem practice that coordinates to build ecosystem social responsibility.…”

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confidence: 99%

Editorial – What is an interactive marketing perspective and what are emerging research areas?

Wang

2024

JRIM

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What is an interactive marketing perspective and whatare emerging research areas?Like most journals having specific scope and unique positioning, Journal of Research In Interactive Marketing aims to publish manuscripts with relevance to interactive marketing perspective. With the fast growing of reputations and impacts, JRIM has recently attracted a significantly higher number of submissions and consequently a higher reject rate. Quite a number of manuscripts submitted to the JRIM have been rejected or unsubmitted due to their not fitting to the theme of the journal. In a nutshell, interactive marketing, as one of the fastest growing fields in contemporary business world, is a multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction (Wang, 2021(Wang, , 2023. Platform-orchestrated multi-sided network interactions reshape the retail and advertising industry by prioritizing consumers' needs and source sharing through data-driven matchmaking. The process of value creation is rapidly shifting from the product-and firm-centric view to personalized and interactive customer experience. Accordingly, interactive marketing refers to a bilateral communication that emphasizes consumer active participation in the marketing process. While it has a relatively short history, emerged in the internet and digital age with a wide application of e-commerce (Deighton, 1996), interactive marketing discipline has dramatically expanded its scale and scope thanks to the newly developed technologies and social media platforms (Verma et al., 2023). As social media content is merging with online shopping, consumers are persistently browsing, exploring, sharing, and engaging with different forms of content, enhancing customer-brand engagement (Shen, 2023). Interactivity thus becomes an integral part of contemporary marketing practices from retailing, service, communication, to livestreaming and mobile marketing. Then what kind of research themes or manuscripts that we are looking for in the Journal of Research in Interactive Marketing?First, JRIM is seeking for manuscripts that advance new theoretical frameworks addressing emerging marketing phenomena or provide insightful guidelines to interactive marketing practices. Spearheaded by industry-wide marketing strategic applications under various interactive innovations, the advent of interactive marketing has witnessed the declining effectiveness of passive broadcast advertising and one-way persuasive communication. Despite dramatic changes in marketplaces, academic inquiry of the mechanisms of interactive marketing strategies has largely lagged behind industry innovation and market practices. Many submissions did not meet the JRIM publication standard due to their weak theoretical foundation or inadequate theoretical conceptualization. Essentially, a theory in marketing is a well-substantiated explanation of a business phenomenon that often incorporate laws, hypotheses and facts. We observed that some m...

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Unlocking the Transformative Power of Hospitality and Tourism Experiences: Towards Theoretical Syntheses and Research Agenda

Wu,

Fan,

Hou

et al. 2024

Journal of Hospitality & Tourism Research

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Hospitality and tourism experiences have impeccable capacities of transformation. Drawing on the experience advantage literature, the current research highlights the needs-based mechanisms through self-esteem, autonomy, meaningfulness, and relatedness in understanding the transformative power of hospitality and tourism experiences. Through a synthesis of past literature, we first synthesize how these four needs-based mechanisms have been addressed in the hospitality and tourism experience literature. Against the backdrop of socially conditioned trends evolving around the four needs-based mechanisms, we developed a “HEAL” model to outline the transformative functions of hospitality and tourism experiences, which are to Harbor, Evolve, Awaken and Link individuals. Finally, our research calls for additional studies that contribute to advancing hospitality and tourism experiences’ transformative power.

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Consumer Incivility in Virtual Spaces: Implications for Interactive Marketing Research and Practice

Cited by 3 publications

References 90 publications

A buzzword, a phase or the next chapter for the Internet? The status and possibilities of the metaverse for tourism

A buzzword, a phase or the next chapter for the Internet? The status and possibilities of the metaverse for tourism

Editorial – What is an interactive marketing perspective and what are emerging research areas?

Unlocking the Transformative Power of Hospitality and Tourism Experiences: Towards Theoretical Syntheses and Research Agenda

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