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Digital consumer spirituality

Author

Listed:
  • Jannsen Santana

    (EM - EMLyon Business School)

  • Katharina C. Husemann
  • Giana M. Eckhardt
  • Rosa Llamas
  • Russell W. Belk

Abstract

"Technology is increasingly changing consumers' relationship with spirituality. This chapter develops the concept of digital consumer spirituality. Digital consumer spirituality is defined as the interrelated practices and processes consumers engage in when consuming digital market offerings (products, services, spaces) that yield spiritual utility. This chapter brings together existing consumer research addressing digital consumer spirituality and reveals four practices that consumers engage in to access spirituality via the digital: (i) prosuming online spiritual communities, (ii) sacralizing brands, products, and services through digital worship, (iii) searching digitally for the spiritual, and (iv) constructing spiritual identities via the digital. Based on this analysis, an ambitious future research agenda is set out, suggesting significant research questions for each practice identified. Finally, this chapter identifies key emerging digital technologies and suggests how they will shape the growth of digital consumer spirituality, namely (i) transhumanism and (ii) robots and other advanced machines."

Suggested Citation

  • Jannsen Santana & Katharina C. Husemann & Giana M. Eckhardt & Rosa Llamas & Russell W. Belk, 2022. "Digital consumer spirituality," Post-Print hal-04325645, HAL.
    • Handle: RePEc:hal:journl:hal-04325645
    Note: View the original document on HAL open archive server: https://hal.science/hal-04325645
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    References listed on IDEAS

    as
    1. Albert M. Muiz Jr. & Hope Jensen Schau, 2005. "Religiosity in the Abandoned Apple Newton Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 737-747, March.
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    More about this item

    Keywords

    Digital; Consumption; Spirituality; Religiosity;
    All these keywords.

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