The aim of this article is to offer a methodological framework for a systematic capture and analysis of consumer lurking practices in digital environments. Despite the revalence of lurking, it is still an understudied topic in marketing and consumer research due to methodological constraints. To remedy this, we introduce Digital Practices Tracing (DPT), a novel methodological framework integrating digital methods and post-phenomenological inquiry. This combination allows capturing naturally occuring digital lurking practices and uncovering their underlying motivations. The article’s contribution is threefold. First, it provides a detailed research protocol that can be easily applied and further scaled. Second, it applies the methodology to make invisible lurking practices on social media visible. Third, it introduces an ad hoc taxonomy of digital lurking practices useful to trace and measure them.

Digital Practices Tracing: Studying Consumer Lurking in Digital Environments

Alessandro Caliandro;
2022-01-01

Abstract

The aim of this article is to offer a methodological framework for a systematic capture and analysis of consumer lurking practices in digital environments. Despite the revalence of lurking, it is still an understudied topic in marketing and consumer research due to methodological constraints. To remedy this, we introduce Digital Practices Tracing (DPT), a novel methodological framework integrating digital methods and post-phenomenological inquiry. This combination allows capturing naturally occuring digital lurking practices and uncovering their underlying motivations. The article’s contribution is threefold. First, it provides a detailed research protocol that can be easily applied and further scaled. Second, it applies the methodology to make invisible lurking practices on social media visible. Third, it introduces an ad hoc taxonomy of digital lurking practices useful to trace and measure them.
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11571/1463494
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact