Purpose – The purpose of this editorial is to introduce six audio‐visual and written pieces that communicate research findings about contemporary popular culture. Design/methodology/approach – The paper provides a summary overview of the papers in the special issue, highlighting...

Purpose – The purpose of this paper is to explain how audio‐visual archetypal representations likely to engender emotional identification and consumer‐inquisitiveness by marketing professionals can be constructed. Design/methodology/approach – The paper employs video‐ethnography...

Purpose – This paper and video aim to present findings of an investigation into the consumption of weeklong music camps for adults. Design/methodology/approach – Video‐ethnography is an emerging research technique in marketing academe. The technique derives from the ethnographic tradition...

Purpose – To thrive in today's competitive marketplace, businesses constantly need to search for opportunities to develop and be tuned into consumers as innovators. With this in mind, the purpose of this paper is to further understandings of the ways in which consumers transform ordinary...

Purpose – The purpose of this paper is to apply a self‐reflexive interpretive method of writing as a method of analysis of findings from a critical research based on videography documenting the relationship between ethnicity, consumption, and place. Design/methodology/approach – An...