Empowerment as latent vulnerability in techno-mediated consumption journeys

Abstract

Marketers, retailers, and brands increasingly rely on digital technologies to shape consumers' journeys. Extending from the paradox of technology, which captures the coexistence of inherent benefits and risks, we propose that empowerment from techno-mediated interactions with brands conceals vulnerability; thus, introducing the concept of latent vulnerability.Adopting a dream interpretation approach from psychoanalysis, we explored consumers' reflections on the integration of techno-based interactions with brands in their consumption journeys. The analysis unearths processes whereby consumer empowerment may convert to experiences of vulnerability. This research shows that, while giving consumers a sense of empowerment, techno-mediated journeys may hide a form of latent vulnerability. Latent vulnerability becomes manifest through revelation mechanisms that allow consumers to develop self-reflexivity and recognize their dependence and manipulation. We discuss the ethical implications that latent vulnerability raises.

Paradoxes of Social Support in Virtual Support Communities: A Mixed-Method Inquiry of the Social Dynamics in Health and Wellness Facebook Groups

“…The paradoxical role of social pressure as both beneficial and damaging to VSC members’ experiences aligns with a long tradition of research into the paradoxes of technology (Del Bucchia et al 2021; Mick and Fournier 1998). Nevertheless, this paradoxical role also stands in contrast to prior research in the context of brand communities in which pressure was conceived as hurting one's investment in the community (Algesheimer, Dholakia, and Herrmann 2005).…”

“…In particular, interactive marketers must recognize the paradoxical social dynamics inherent in VSCs. The very empowerment provided by consumer-to-consumer interactions (Labrecque et al 2013) can also render consumers vulnerable, especially when these interactions are technology-mediated (Del Bucchia et al 2021). Platform intermediation advocates for the respect of the community's organic dynamics (Yadav and Pavlou 2014).…”

“…Since Mick and Fournier's seminal article in 1998, considerable research has documented the many “paradoxes of technology” and their consequences for consumer behavior (e.g., Johnson, Bardhi, and Dunn 2008; Kraut et al 2002; Mosteller and Poddar 2017; Tian et al 2014). These “contradictory yet interrelated elements … that exist simultaneously and persist over time [and that are] logical when considered in isolation, but irrational, inconsistent, and absurd when juxtaposed” (Smith and Lewis 2011, 386) capture, for example, the coexisting feelings of empowerment and vulnerability when consumers use digital technology (Del Bucchia et al 2021). They also reflect the cohesive effects of online misbehaviors that sometimes hold virtual communities together by giving members something to rally around (Farrell et al 2014; Sibai et al 2015).…”

“…Social angst reflects the negative emotions that may surface when members feel the community is too negative, or when the pressure is too great (James et al 2017; Johnson and Lowe 2015). Not only is social angst likely in technology-mediated environments (Del Bucchia et al 2021), but it is also especially prone to develop when a community is riddled with conflict (Snodgrass et al 2016). Social angst is detrimental to informational value (H 8a ), community relationship (H 8b ), and engagement (H 8c ).…”

Study on the development the market position company of fully electric vehicles

“…Moreover, the contribution value of R 2 were 1.00 to 1.12, also the error was on the range .001 to 2.12. Certainly, the covariance matrix value of the independent variables was on the range of .02 to .72, event more the covariance matrix of the latent variables was on the range of .02 to 1.61 [3,34,52,[120][121][122]. The implication to evolve the marketing-management science in this inquiry due to the Top Manager Performance (TMP)  Market Position (MP) was confirmed with t value 1.99, therefore the level of TMP could contribute on the body of knowledge within R-A Theory for competitions.…”