Envisioning consumers: how videography can contribute to marketing knowledge

Russell Belk, Marylouise Caldwell, Timothy Devinney, Giana Eckhardt, Paul Henry, Robert Kozinets, Emmanuella Plakoyanniki

Research output: Contribution to journalArticlepeer-review

43 Downloads (Pure)


Based on a review of the past 30 years of videographic research and outputs in the field of marketing, we highlight the key contributions that videography has made to the marketing literature and identify the key issues facing videographic research today. We develop a typology that identifies four ways that videography can contribute to theory development and verification, presenting new criteria for assessing academic videographies. We note that making theoretical contributions is one of the most difficult issues facing videographic researchers and that this is an area in need of significant developments to help the field progress. Finally, we envision what the future of videography might look like and consider the implications of new forms of videographies.
Original languageEnglish
Pages (from-to)432-458
Number of pages27
JournalJournal of Marketing Management
Issue number5-6
Early online date2 Oct 2017
Publication statusPublished - 2018

Cite this