Mapping users’ participation in brand publics

Toward a typology of styles of digital consumption

Autori

  • Alessandro Caliandro Università degli Studi di Pavia
  • Guido Anselmi Università degli Studi di Catania
  • Adam Arvidsson Università degli Studi di Napoli Federico II

Parole chiave:

brand public, digital methods, big data, Instagram, user typology

Abstract

This is a methodological contribution aimed at providing researchers with some practical guidance to better and more thoroughly map brand publics. The notion of brand public is steadily gaining traction in digital media and consumer culture research, especially so in studies that address liquid and platformized forms of consumption characteristic of social media. However, despite the growing academic interest in this concept, there is still a lack of methodological research in this area. In particular, one of the major methodological gaps consists in the fact that studies on brand publics fail in proposing a typology of the different kinds of users participating in them. In order to fill this gap, we propose an ad hoc typology of users participating in a brand public based on the different digital practices through which they use the digital devices that structure the public itself – rather than on users’ individual status. To this purpose we identify three main types of styles of participation in brand publics: brand loving, visibility seeking, everyday storytelling. To do that we draw on a dataset of 488,365 Instagram posts marked with the hashtag #starbucks, that we explored using digital methods. The article contribution is twofold: it provides the reader with systematic methodological guidelines and it expands the theoretical boundaries of the brand public’s notion.

Biografie autore

Alessandro Caliandro, Università degli Studi di Pavia

Alessandro Caliandro (PhD, University of Milan) is an Associate Professor in Sociology of Culture and Communication at the Department of Political and Social Sciences at the University of Pavia. His current research focuses on digital methods, digital consumer culture, platformisation of culture, surveillance capitalism, ageing and digital media.

Guido Anselmi, Università degli Studi di Catania

Guido Anselmi (PhD, University of Milano-Bicocca) is a Senior Lecturer in Sociology of Culture and Communication at the Department of Humanities at the University of Catania. His work focuses on digital and computational methods, platform capitalism, and the impact of digital platforms on cities.

Adam Arvidsson, Università degli Studi di Napoli Federico II

Adam Arvidsson is a Professor of Sociology at Università degli Studi di Napoli Federico II, Italy.

Pubblicato

2024-08-03

Come citare

Caliandro, A., Anselmi, G., & Arvidsson, A. (2024). Mapping users’ participation in brand publics: Toward a typology of styles of digital consumption. Mediascapes Journal, 23(1), 163–183. Recuperato da https://rosa.uniroma1.it/rosa03/mediascapes/article/view/18565