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Constitution Of The Market Through Social Media: Dialogical Co-Production Of Medicine In A Virtual Health Community Organization, Handan Vicdan
Constitution Of The Market Through Social Media: Dialogical Co-Production Of Medicine In A Virtual Health Community Organization, Handan Vicdan
Theses and Dissertations - UTB/UTPA
This research explores new systems of marketing, and new roles and relationships of organizations and consumers developing in healthcare as a result of transformations occurring in technology, consumer/marketer value systems, forms of discourse and institutional roles. Inspired by observations from a Medicine 2.0 community organization, which turn social networking into a business phenomenon – PatientsLikeMe (PLM) – I explore how such systems develop and function and the institutionalizations that reconstitute roles and maintain relationships among actors in these systems through netnographic research. That is, (1) why and how patients in PLM participate in the social co-production of medical knowledge and …
For Whom The Consumer Retorts: Consumer Identity, Cultural Conditions, And The Ramification And Re-Integration Of The Market Through Co-Optation, Soonkwan Hong
Theses and Dissertations - UTB/UTPA
Co-optation theory has evolved such that the cultural friction between consumer agency and the market provides an eternal source of marketing opportunities for marketers to culturally rejuvenate their businesses. The relevant literature studying consumer identity, however, precludes docile consumers from the analyses and theorization process. Given the theoretical incompleteness, this dissertation first expounds the nature of consumer agency by studying consumer cultural conditions cultivated and entrenched since modern epoch. Consumers‘ varied levels of ability to signify and their urge for distinctiveness are two cultural conditions that can capture the quintessence of consumer agency. Second, this study delves into the possibility …