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Strategy narratives and wellbeing challenges: the role of everyday self-presentation
journal contribution
posted on 2023-06-09, 06:44 authored by Chiling Liu, Debbie KeelingDebbie Keeling, Margaret HoggHow do consumers manage their everyday self-presentation to attain a sense of wellbeing? Through the lens of consumption, this study contributes to understanding the link between self and everyday interactions by identifying and developing a typology of wellbeing challenges and how these are managed in a variety of social contexts. Fifteen phenomenological interviews revealed a series of strategy narratives through which individuals pursue wellbeing within their web of social encounters. These strategy narratives combine in a series of pathways that range from harmonious (e.g., enhancement) to incongruous (e.g., concealment) in individuals' efforts to manage challenges to personal wellbeing. Constructing a typology from these pathways, the research findings pose both opportunities and challenges for social marketers to promote consumers' positive experiences in the marketplace.
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Publication status
- Published
File Version
- Published version
Journal
Journal of Business ResearchISSN
0148-2963Publisher
ElsevierExternal DOI
Issue
1Volume
68Page range
234-243Department affiliated with
- Business and Management Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2017-06-16First Compliant Deposit (FCD) Date
2017-06-16Usage metrics
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