Purpose – To critically examine the current definitions of key constructs of the technology acceptance model (TAM) in a consumer technology-based service. Design/methodology/approach – Two qualitative research studies were undertaken that encouraged consumers to reflect upon their text...

Just as we hate it when our friends become successful, nations hate it when other nations become successful. Take the American nation with its perennial list of world-leading brands, its domination of the world’s markets and its monopoly of the world’s leading marketing journals. America is...

For some companies, learning to live in ‘the experience economy’ has been difficult. While the usual suspects of marketing excellence are held aloft as exemplars for them to emulate, many remain intimidated, alienated and disengaged by the machinations of such mega-marketers. In response to...

Every marketer knows that the hottest barometers of popular culture are social networking sites like Facebook. Along with other forms of computer mediated communication, they have transformed consumers from silent, isolated and invisible individuals, into a noisy, public, and even more...

Welcome to the Academy of Marketing (AM) conference special issue. This year’s edition is brought to you by the marketing academics of the University of Liverpool Management School. The three-day conference took place at the world famous Aintree racecourse in the summer of 2011. For those who...

Purpose – This paper makes the case for the use of real diaries as an alternative methodology in marketing research. It is argued that Qualitative Diary Research (QDR) in marketing and consumer research is an innovative way to capture rich insights into processes, relationships, settings,...