Consumer-Brand Relationships

This research area explores the connections between consumers and brands, going beyond loyalty to examine social dynamics within brand communities, consumer tribes, and brand publics.
These groups form around shared motivations, passions, and rituals, often centered on specific brands and consumption experiences.

Technosocial Consumption Phenomena

This research area explores the intersection of technology consumption and social experiences, known as techno-sociality, and its impact on society. We examine how technology transforms social experiences, influences collective and individual identities, and shapes interactions among consumers, brands, and technologies.
Our work investigates identity formation on digital platforms, the role of algorithms, and how brands can engage with consumers to embed themselves in their lifestyles and the social fabric.

Brand Activism

This research area examines brands as socio-cultural resources and their influence on cultural environments. We focus on brand activism, woke/green-washing, and consumer-driven counter-activism, amplified by social media.
Our aim is to understand how brands navigate the tensions between being business and cultural actors as consumers expect more commitment and citizenship from brands. We explore how brands balance these roles and the growing importance of their social and civic contributions.

Brand And Consumer Decoupling And Business Ethics In Digital Platforms

This research focuses on brand decoupling, where brands create new identities to distance themselves from ethically compromised parent companies, reshaping perceptions and avoiding scrutiny.
We investigate the role of imagery, language, nostalgia, and aesthetics in brand ethics, as well as the dynamic processes of decoupling and recoupling on social media.

Content Creators and Influencers (Human, Virtual, Pet, Fandom)

We explore the profound impact of influencers and content creators on business and culture. We examines the influencer phenomenon from various angles, including persuasion, media shifts, equality challenges, and activism.
Our work covers the influencer ecosystem, including pet and virtual influencers, their role in marketing, fandoms, regulations, ethical implications, and why influencers are increasingly vital to governments, platforms, and brands.

Smart Tourism

The tourism sector is being reshaped by smart technologies, transforming travel experiences and consumption practices. Labcom conducts studies in smart tourism, including:

• Zoom Tourism: This study examines the rise of "zoomie" photography and cultural practices in Zoom tourism, exploring whether Zoom is becoming a new tourist destination.
• Travel Live Streaming: Focusing on the visual and narrative strategies of travel live streamers, this research investigates how live streaming platforms inspire tourism and whether these influencers represent a new category of travel influencers.

Consumer Entrepreneurship in Consumer Collectives

We analyze consumer collectives, focusing on prosumption—the productive work of consumers—and its role in value creation within consumption and entrepreneurship. Our research explores the socio-cultural value generated by consumers' practices and its impact on their experience, well-being, and market dynamics.
We investigate how consumers drive innovation and create new markets by leveraging their ties to consumption communities and tribes.