Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes

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dc.contributor.author Diaz Ruiz, Carlos en
dc.contributor.author Peñaloza, L en
dc.contributor.author Holmqvist, J en
dc.date.accessioned 2020-04-09T00:40:03Z en
dc.date.issued 2020-03-07 en
dc.identifier.issn 0309-0566 en
dc.identifier.uri http://hdl.handle.net/2292/50306 en
dc.description.abstract Purpose This paper aims to investigate the dynamics of ephemerality within consumer tribes by conceptualizing how tribes constitute, disperse and reconstitute. Building upon assemblage thinking, a philosophical approach that redistributes agency from the subject to a web of interconnected human–material actants, this paper shows that tribes manifest via hybrid assemblages of people, things and ideas. Design/methodology/approach Insights are drawn from a three-year assemblage-oriented ethnographic study of a salsa-dancing tribe, specifically their ephemeral gatherings across multiple sites without hierarchical organization. Methods include observations as a consumer–participant, producer–participant and in-depth interviewing. Findings Introduces a framework documenting how tribes disperse temporarily and reconstitute via a dual process of ascription and distribution. Tribes reconstitute when consumers reproduce an assemblage that effectively overcomes a meshwork of practical challenges. Consumers ascribe to the standards of the tribe while, alternatively, tribes distribute the assemblage beyond the immediate group. Research limitations/implications Conceptualizes the socio-technical dynamics that tribes mobilize to disassemble and reassemble through ephemeral gatherings. Proposes a framework on hybrid interdependencies, including not only participants but also techniques, devices and sites. Practical implications While previous research shows that tribes can collapse, the authors propose that marketers can intervene to foster long-term resilience. As tribes disperse, consumer and marketing efforts operate at different temporal sequences to enable tribal reconstitutions. Originality/value Contributes to the literature on consumer tribes by theorizing ephemerality per ascription and distribution mechanisms. en
dc.description.uri https://catalogue.library.auckland.ac.nz/permalink/f/t37c0t/uoa_alma21136246900002091 en
dc.publisher Emerald en
dc.relation.ispartofseries European Journal of Marketing en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.title Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes en
dc.type Journal Article en
dc.identifier.doi 10.1108/EJM-08-2018-0565 en
dc.rights.holder Copyright: The author en
pubs.author-url https://doi.org/10.1108/EJM-08-2018-0565 en
dc.rights.accessrights http://purl.org/eprint/accessRights/RestrictedAccess en
pubs.subtype Article en
pubs.elements-id 796007 en
pubs.org-id Business and Economics en
pubs.org-id Graduate School of Management en
pubs.record-created-at-source-date 2020-03-06 en
pubs.online-publication-date 2020-03-07 en


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