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Expanding knowledge of institutional complexity through the hyphen-spaces opened up by participant videography

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Version 2 2023-12-13, 12:59
Version 1 2023-07-10, 10:19
journal contribution
posted on 2023-12-13, 12:59 authored by Saima Hussain, Mike Molesworth, Georgiana Grigore

Despite the success of videographic methods, they have not been used to expand the range of contexts where institutional complexity informs marketing theory. In applying participant videography to such a study, however, we can also better understand how both methods and researchers themselves are variously embedded in the institutional complexity being studied. Weexplore this through the idea of hyphen-spaces amongst researchers, between researcher and participants, and involving the technologies used in research. We show how video helps researchers to understand institutional complexity in contexts where consumption practices may be difficult for participants to reflect on and articulate. We then further explain how interpretingvideo data opens up hyphen-spaces in which the research team can reflect on their own institutional embeddedness and implicit political aims.

History

Author affiliation

School of Business, University of Leicester

Version

  • VoR (Version of Record)

Published in

Journal of Marketing Management

Publisher

Taylor & Francis (Routledge)

issn

1472-1376

Copyright date

2023

Available date

2023-12-13

Language

en

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