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The digital self and customer loyalty: from theory to virtual reality

Author

Listed:
  • Jared Bischoff

    (University of Nevada)

  • Orie Berezan

    (California State University)

  • Lorenzo Scardicchio

    (University of Nevada)

Abstract

As digital technologies become deeply integrated into everyday life, consumers have become increasingly connected to the ‘digital sphere,’ and businesses have sought ways in which to capitalize upon this growing trend. This work aims to bring Belk’s (J Consum Res 15(2):139–168,1988) seminal theory of self-development into present day by connecting its concepts with those of customer loyalty formation, highlighting how a modernization of this theory explains the means by which present-day customers are forming attachments to digital goods and the brands and companies associated with them. Through analysis of both historical and current literature regarding self-development, self-expression, and object attachment, we explore how consumers form connections to digital possessions, and how this process has evolved alongside the growing technological integration of daily life. Armed with this knowledge, we offer three propositions on how digital self-development will affect the marketplace, electronic word-of-mouth and customer loyalty in the future, and the opportunities in marketing analytics research to develop more accurate, nuanced metrics that can better encompass relevant aspects of consumers’ digital selves. Our intent is to expand upon existing loyalty literature by explaining how attachment is formed with digital objects, and highlight both the challenges and opportunities this creates in loyalty marketing analytics.

Suggested Citation

  • Jared Bischoff & Orie Berezan & Lorenzo Scardicchio, 2019. "The digital self and customer loyalty: from theory to virtual reality," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(4), pages 220-233, December.
    • Handle: RePEc:pal:jmarka:v:7:y:2019:i:4:d:10.1057_s41270-019-00065-4
    DOI: 10.1057/s41270-019-00065-4
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    References listed on IDEAS

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    1. Kelly Tian & Russell W. Belk, 2005. "Extended Self and Possessions in the Workplace," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 297-310, September.
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    3. Berezan, Orie & Krishen, Anjala S. & Agarwal, Shaurya & Kachroo, Pushkin, 2018. "The pursuit of virtual happiness: Exploring the social media experience across generations," Journal of Business Research, Elsevier, vol. 89(C), pages 455-461.
    4. Mick, David Glen & Fournier, Susan, 1998. "Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 123-143, September.
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    6. Russell W. Belk, 2013. "Extended Self in a Digital World," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 477-500.
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    Cited by:

    1. Mehdi Khademi Gerashi & Farbod Fakhreddin, 2021. "Influence of emotions on purchase loyalty among child consumers: the moderating role of family communication patterns," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(4), pages 298-310, December.

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