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Digital practices tracing: studying consumer lurking in digital environments.

Audy Martinek, P., Alessandro, C. and Denegri-Knott, J., 2023. Digital practices tracing: studying consumer lurking in digital environments. Journal of Marketing Management, 39 (3-4), 244-274.

Full text available as:

RJMM-2021-0039.R3-Audy Martinek-queries to author.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial.


DOI: 10.1080/0267257X.2022.2105385


The aim of this article is to offer a methodological framework for a systematic capture and analysis of consumer lurking practices in digital environments. Despite the prevalence of lurking, it is still an understudied topic in marketing and consumer research due to methodological constraints. To remedy this, we introduce Digital Practices Tracing (DPT), a novel methodological framework integrating digital methods and post-phenomenological inquiry. This combination allows capturing naturally occuring digital lurking practices and uncovering their underlying motivations. The article’s contribution is threefold. First, it provides a detailed research protocol that can be easily applied and further scaled. Second, it applies the methodology to make invisible lurking practices on social media visible. Third, it introduces an ad hoc taxonomy of digital lurking practices useful to trace and measure them

Item Type:Article
Additional Information:Funding Details This work was supported by the Charles University Grant Agency under Grant number 190218. Some aspects of this work were supported by the British Academy/Leverhulme Trust under Grant SG180117.
Uncontrolled Keywords:digital practices; screencast videography; tracking devices; digital methods; postphenomenological inquiry; lurking; social media
Group:Faculty of Media & Communication
ID Code:37344
Deposited By: Symplectic RT2
Deposited On:15 Aug 2022 07:20
Last Modified:20 May 2024 14:09


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