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The reciprocity between occupational identity of online marketers and technologies : a qualitative study at an e-commerce firm

Schoemaker, K. (2015) The reciprocity between occupational identity of online marketers and technologies : a qualitative study at an e-commerce firm.

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Abstract:Purpose - The purpose of this study is to understand how the reciprocity between Online Marketers’ occupational identity and technologies works. Previous research found that technologies ensure the continuous development of occupational identity, but the reciprocity between these variables has remained under theorized. The reciprocity involves the influence of occupational identity of Online Marketers on (the use of) technologies, and vice versa. Originality - Although many studies have found that technologies may influence work practices, little is known about the reciprocity between occupational identity and technologies. This study contributes to what is already investigated by academic research by providing insight in the influence of occupational identity on technologies and vice versa. Additionally, this study is unique in its context consisting of Online Marketers, working at an e-commerce firm, and technologies, because a study with such a context does not exist yet. Methodology - This study was conducted by interviewing fifteen Online Marketers, who were working at an e-commerce firm located in Zwolle. Topics that were discussed during the interviews were: Who are Online Marketers, what do Online Marketers do and what is the role of technology in practicing this occupation. Finally, the subject of opinion leaders was discussed. Findings - The results of this study show that Online Marketers’ occupational identity influences the use of technologies; based on the work to be performed by Online Marketers, the decision to use a certain technology is made. The technology to be used has to contribute to the efficient execution of Online Marketers’ work. In turn, technologies determine - to some extent - what Online Marketers can(not) do, because technologies do not always dispose all useful features to perform Online Marketers’ work. Actually, technologies afford Online Marketers to perform their occupation. Here, a very important threat is that technologies prevail and that these could take over Online Marketers’ work. That is why the acquisition of technologies is feared by (some) Online Marketers.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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