ABSTRACT
The era of digitalization is shaping consumption practices in ways that continue to blur the boundaries between business initiatives and the everyday. This chapter demonstrates that research on consumption can avoid the market analysis stance by promoting a more dynamic view of the market and value formation. The aim throughout is to stay attentive to the defining features of digital consumption, while introducing research findings that treat digital consumption as an emergent and constantly transforming area of interactions with an uncertain, even erratic, flavor to it: technological platforms fail, and users disappear from social media sites. The recent expansion of digital consumption has taken advantage of new forms of data gathering and analysis in the personal sphere, which can further clarify the close connection between digital consumption and the most intimate aspects of daily lives. Self-tracking and related data gathering and uses provide unforeseen opportunities for combining different data sets to identify patterns in consumer behavior.
