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Sociotechnical Consumption: A Digital Story Of Empowerment And Social Consumer Experiences, Mujde Yuksel

Doctoral Dissertations

Digital technologies have become a ubiquitous element in contemporary consumption practices. Consumers shop online, take online classes, play fantasy sports, date online, have virtual personal trainers in their phones and even live virtual lives. How do such digital experiences integrate into and reflect upon consumption experiences in the material world? In this dissertation, I propose a theory of sociotechnical consumption that explores this relationship through the digital empowerment (technical) and social interaction (social) elements embedded in consumer products and services in digital spaces. Accordingly, I extend the concept of sociotechnical to the study of consumer behavior, advocating the perspective that …