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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 Hogg
How 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.

History

Publication status

  • Published

File Version

  • Published version

Journal

Journal of Business Research

ISSN

0148-2963

Publisher

Elsevier

Issue

1

Volume

68

Page range

234-243

Department affiliated with

  • Business and Management Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2017-06-16

First Compliant Deposit (FCD) Date

2017-06-16

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    University of Sussex (Publications)

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