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/

Files in This Item:
File Description SizeFormat 
Expanding knowledge of institutional complexity through the hyphen-spaces opened up by participant videography.pdfFulltext - Published Version838.22 kBAdobe PDFView/Open



This item is protected by original copyright



A file in this item is licensed under a Creative Commons License Creative Commons

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

The metadata of the records in the Repository are available under the CC0 public domain dedication: No Rights Reserved https://creativecommons.org/publicdomain/zero/1.0/

If you believe that any material held in STORRE infringes copyright, please contact library@stir.ac.uk providing details and we will remove the Work from public display in STORRE and investigate your claim.