Purpose – Some consumption activities are inherently interesting, pleasurable, gratifying and potentially important to consumers' lives. The primary aim of this paper is to further understanding of the role pleasurable consumption plays in consumers' lives. Design/methodology/approach – To...

Purpose With the soaring volumes of brand-related social media conversations, digital marketers have extensive opportunities to track and analyse consumers’ feelings and opinions about brands, products or services embedded within consumer-generated content (CGC). These “Big Data”...

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...