An Analytical Review of Market System Dynamics in Consumer Culture Theory Research: Insights from the Sociology of Markets - Marwa Aly

Event Date: 3 February 2022

Speaker: Marwa Aly. Strathclyde Business School

Time: 11.30am

Location: Please contact Christina MacLean (christina.maclean@strath.ac.uk) for event details.

Abstract

Drawing on insights from the sociology of markets, this paper offers an analytical review of market system dynamics (MSD) in consumer culture theory (CCT) research. It surfaces important theoretical gaps in current understanding and suggests future research areas. To extend the breadth and depth of MSD’s explanatory power in CCT research, the paper invites researchers to place greater emphasis on exploring four key issues: 1) differing institutional contexts and their influences on market dynamics; 2) the place and impact of the institutions of the family and religion in market shaping; 3) the role of race, ethnicity and nationality in market dynamics, within and across national borders; 4) conceptualizations of marketplaces as ambiguous environments wherein multiple ideologies, power regimes, and politics interact. 

Biography:

Marwa Aly is a Doctoral Student in the Department of Marketing in the Strathclyde Business School. She holds a BA and an MBA from the American University in Cairo. She is also an experienced marketing practitioner. She worked in the field of market research in Egypt and the US before embarking on her PhD journey. Her research focuses on the area of market dynamics, stakeholders’ analysis, and international markets.

Published: 26 January 2022