The universal exposure to the virus has disrupted institutions, redefined values, and reshaped systems, including the market. Idling, uncertainty, and liquidity encapsulate the ever-precarious individual lives and the reflexive socio-politico-cultural changes. These conditions and consequences nonetheless create paradoxical opportunities in the viral market. The new meaning of connectivity that promotes high-viscosity relationships and high-visibility identities will transform the market to better acknowledge and support humans and the new sociality.
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"‘Coronated’ Consumption in the Viral Market,"
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Soonkwan Hong is an associate professor of marketing at Michigan Technological University. His research focuses on sociocultural and ideological aspects of consumption, which should facilitate our understanding of a variety of consumption practices, consumers’ lived experiences, and stylization of their lives. Currently, he studies algorithmic consumer culture and transhuman marketing. His research interests also extend to globalization of popular culture. He has published in international journals, such as Marketing Theory, Journal of Marketing Management, Journal of Business Research, Qualitative Market Research, and Arts and the Market, and regularly presented at prestigious conferences.