Lookup NU author(s): Dr Andrew Lindridge
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).
So called Digital Divide studies have focused on the differences in Internet access and usage among various ethno-racial groups attributing these differences to socioeconomic conditions that plague one ethnic group as disadvantaged while casting other ethnic groups as privileged. While these studies possess merit in their assertion of significant differences, the changing availability and thus role of technology within the daily lives of individuals draws questions to how and why these differences manifest in the context of one’s well-being. We argue for a broader understanding of how the Internet may be used by consumers to avoid, pursue, and/or resolve one’s ethnic identity in their everyday lives.
Author(s): Lindridge AM, Henderson GR, Ekpo AE
Publication type: Article
Publication status: Published
Journal: Marketing Theory
Print publication date: 01/06/2015
Online publication date: 13/10/2014
Acceptance date: 05/10/2013
ISSN (print): 1470-5931
ISSN (electronic): 1741-301X
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