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Materializing digital collecting: an extended view of digital materiality

Mardon, Rebecca and Belk, Russell 2018. Materializing digital collecting: an extended view of digital materiality. Marketing Theory 18 (4) , pp. 543-570. 10.1177/1470593118767725

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If digital objects are abundant and ubiquitous, why should consumers pay for, much less collect them? The qualities of digital code present numerous challenges for collecting, yet digital collecting can and does occur. We explore the role of companies in constructing digital consumption objects that encourage and support collecting behaviours, identifying material configuration techniques that materialise these objects as elusive and authentic. Such techniques, we argue, may facilitate those pleasures of collecting otherwise absent in the digital realm. We extend theories of collecting by highlighting the role of objects and the companies that construct them in materialising digital collecting. More broadly, we extend theories of digital materiality by highlighting processes of digital material configuration that occur in the pre-objectification phase of materialisation, acknowledging the role of marketing and design in shaping the qualities exhibited by digital consumption objects and consequently related consumption behaviours and experiences.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: SAGE
ISSN: 1470-5931
Date of First Compliant Deposit: 2 January 2018
Date of Acceptance: 30 December 2017
Last Modified: 18 Jan 2021 23:47

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