Please use this identifier to cite or link to this item:
http://hdl.handle.net/1893/36887
Appears in Collections: | Marketing and Retail Journal Articles |
Peer Review Status: | Refereed |
Title: | Expanding knowledge of institutional complexity through the hyphen-spaces opened up by participant videography |
Author(s): | Husain, Saima Molesworth, Mike Grigore, Georgiana |
Contact Email: | saima.husain@stir.ac.uk |
Keywords: | videography institutional complexity hyphen-spaces tweens Pakistan |
Issue Date: | 2024 |
Date Deposited: | 13-Mar-2025 |
Citation: | Husain S, Molesworth M & Grigore G (2024) Expanding knowledge of institutional complexity through the hyphen-spaces opened up by participant videography. <i>Journal of Marketing Management</i>, 40 (1-2), pp. 23-44. https://doi.org/10.1080/0267257x.2023.2241474 |
Abstract: | Despite the success of videographic methods, they have not been used to expand the range of contexts where institutional complexity informs marketing theory. In applying participant videography to such a study, however, we can also better understand how both methods and researchers themselves are variously embedded in the institutional complexity being studied. We explore this through the idea of hyphen-spaces amongst researchers, between researcher and participants, and involving the technologies used in research. We show how video helps researchers to understand institutional complexity in contexts where consumption practices may be difficult for participants to reflect on and articulate. We then further explain how interpreting video data opens up hyphen-spaces in which the research team can reflect on their own institutional embeddedness and implicit political aims. |
DOI Link: | 10.1080/0267257x.2023.2241474 |
Rights: | © 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent. |
Licence URL(s): | http://creativecommons.org/licenses/by-nc-nd/4.0/ |
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Expanding knowledge of institutional complexity through the hyphen-spaces opened up by participant videography.pdf | Fulltext - Published Version | 838.22 kB | Adobe PDF | View/Open |
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