Kawaf, Fatema ORCID: https://orcid.org/0000-0002-7089-7816 (2019) Capturing digital experience: The method of screencast videography. International Journal of Research in Marketing, 36 (2). pp. 169-184. ISSN 0167-8116 (doi:10.1016/j.ijresmar.2018.11.002)

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Abstract

This paper presents a novel research methodology, screencast videography (SCV), as an approach to studying interactions and experiences in the digital space. Screencasting is a method of digitally-recorded computer/mobile screen output, with or without audio narration. Focusing on the dynamic, highly visual digital environment in which many modern experiences such as e-shopping take place, SCV can be used for videographic studies of digital experiences that are rarely captured by means of traditional videography owing to the private settings of such experiences. SCV is able to capture dynamic experiences in the digital space, opening up opportunities for a wealth of screencast-based research to enhance our understanding of digitally- occurring interactions, experiences and phenomena. This paper discusses the ontological and epistemological assumptions of SCV and how it is situated in relation to other relevant methodological approaches (videography and netnography). It then outlines, step-by-step, the methodological protocol for SCV and its possible applications. An illustrative example of using this method to study digital experience in the context of online fashion shopping is presented and discussed. This is the first presentation of such a method, offering a promising approach to studying similar experiences in the digital world.

Item Type:	Article
Uncontrolled Keywords:	videography, screencast, digital experience, visual research, research methodology, digital methodology
Subjects:	Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	03 Aug 2020 01:38
URI:	http://gala.gre.ac.uk/id/eprint/22828

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