Abstract / Description of output
Despite the increasing popularity and significance of digital disconnection, the understanding of this phenomenon in the marketing literature is insufficient. Furthermore, consumers may feel relaxed and free when they are digitally disconnected from their day-to-day social settings (Cai et al., 2020); however, anxiety and worry might be aroused when familiar techinputs and familiar online-worlds are absent (Thomas et al., 2016; Ytre-Arne et al., 2020). Hence, this research aims to advance marketing literature on digital disconnection by clarifying contradictory findings of previous studies. Specifically, adopting an interpretive paradigm, this research sets out to explore this ambivalence towards digital disconnection in consumption settings by answering two research questions: (i) How does the ambivalence towards digital disconnection come into being? (ii) Why are consumers ambivalent about digital disconnection?
| Original language | English |
|---|---|
| Title of host publication | 2022 AMA Winter Academic Conference |
| Subtitle of host publication | Reconnecting and Reconceiving the Marketplace |
| Editors | Ashlee Humphreys, Grant Packard, Katrijn Gielens |
| Publisher | American Marketing Association |
| Pages | 1014-1016 |
| Volume | 33 |
| ISBN (Electronic) | 9780877570127 |
| Publication status | Published - 26 May 2022 |
Keywords / Materials (for Non-textual outputs)
- digital marketing
- digital disconnection
- digital connection
- ambivalence