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Digital technology as market shaper: A typology of digital technology roles for shaping markets

Author

Listed:
  • Judith Helmer

    (The University of Adelaide
    FH Münster University of Applied Sciences)

  • Joelle Hawa

    (The University of Adelaide)

  • Carolin Plewa

    (The University of Adelaide)

Abstract

It is commonly acknowledged that various market actors—human individuals, collectives, and organizations—can shape markets. There is some evidence that digital technologies, including artificial intelligence (AI), are joining this list of actors that shape markets. However, scholars are yet to examine this influence. Given our limited understanding of their market-shaping agency and their acknowledgment as a non-human actor, we aim to develop a clearer picture and demystify digital technology as a market shaper in diverse, proactive roles, examining the agency of digital technology to shape markets. We identify four digital technology roles demonstrating market-shaping actions through two main attributes—framing actors’ intentions and collaborating with actors to shape markets. Multiplicity and temporality also emerge as role patterns. This research extends the concepts of actor and agency in market shaping by non-human actors and advances our knowledge of the market-shaping role of digital technology.

Suggested Citation

  • Judith Helmer & Joelle Hawa & Carolin Plewa, 2025. "Digital technology as market shaper: A typology of digital technology roles for shaping markets," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-21, December.
    • Handle: RePEc:spr:elmark:v:35:y:2025:i:1:d:10.1007_s12525-024-00751-x
    DOI: 10.1007/s12525-024-00751-x
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    More about this item

    Keywords

    Market shaping; Non-human actor; Agency; Actor-network theory; Market-shaping roles;
    All these keywords.

    JEL classification:

    • D47 - Microeconomics - - Market Structure, Pricing, and Design - - - Market Design
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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