Kawaf, Fatema ORCID: 0000-0002-7089-7816 (2015) The consumption experience of digital environments: Screencast videography. In: Academy of Marketing Conference. exordo. ISBN 9781905952649

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Abstract

This study presents a novel methodology to studying online consumer behaviour. The paper begins by addressing the increasing role of videography in consumer research. However, with the increasing use of technology, many aspects of consumer behaviour have moved to the digital world. Therefore, the use of screencast videography as shown in this study allows for capturing videographic evidence of otherwise unobservable experience. The protocol of the method is detailed in the paper followed by critical incident analysis of ten videos (ranging between 5-35 minutes). The analysis has allowed a mapping of the experience journey, highlighting the main critical incidents and the contexts (e.g. purposeful vs. purposeless browsing) that shape the experience.
In addition to its methodological contribution, this study provides great insights on an otherwise unobservable phenomenon.

Furthermore, it presents the ‘fashionscape’ as a concept tailored especially to understanding the online fashion shopping environment in its visual, verbal, social and educational dimensions.

Item Type:	Conference Proceedings
Title of Proceedings:	Academy of Marketing Conference
Additional Information:	Conference held at the University of Limerick, Ireland, 7-9 July 2015
Uncontrolled Keywords:	Methodology, videography, screencasting, qualitative research, digital marketing research
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	07 Jul 2019 01:38
URI:	http://gala.gre.ac.uk/id/eprint/19533

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