The Impact of Paradoxical Usage Tensions on Family Technology Consumption

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dc.contributor.advisorFranco, P.
dc.contributor.authorStoffels, Britney
dc.date.issued2024-07-02
dc.description.abstractTechnology has become an indispensable part of our lives, impacting individuals and their families. Existing marketing research reveals positive and negative feelings towards technology, shaping families' consumption experience. It is yet to be understood how these tensions can co-exist as families struggle with technology's good and bad sides. Drawing from the Paradoxes of Technology Theory as an enabling lens, and working within the Consumer Culture Theory research tradition, this thesis examines families’ challenges with technology by examining how their views on technology impact their consumption, and how family dynamics impact this relationship. This research addresses key limitations in prior family technology consumption and technology paradox literature, by exploring which paradoxes challenge families and how they cope with them. With data from 15 in-depth interviews and a netnography study, this research identifies three new paradoxes and one new coping strategy specific to families. The findings show that paradoxes and coping strategies are different within a family context as they relate to the individual and have a relational aspect regarding the parent-child relationship. Additionally, the study finds that family dynamics influence which paradoxes challenge families as the children’s life stage determines which paradoxes are prominent for parents. This thesis contributes to family technology consumption literature by examining families' views on technology through a technology paradox lens to establish how these tensions can co-exist. Furthermore, it contributes to technology paradox literature by finding new paradoxes and a coping strategy impacted by family dynamics. Thereby it offers practical implications for marketers and policymakers as the insights can be used in targeting or branding practices and for creating educational campaigns to create awareness and reassurance for families.
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/17497
dc.language.isoen
dc.thesis.facultyFaculteit der Managementwetenschappen
dc.thesis.specialisationspecialisations::Faculteit der Managementwetenschappen::Master Business Administration::Marketing
dc.thesis.studyprogrammestudyprogrammes::Faculteit der Managementwetenschappen::Master Business Administration
dc.thesis.typeMaster
dc.titleThe Impact of Paradoxical Usage Tensions on Family Technology Consumption
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