Wearable technologies, brand community and the growth of a transhumanist vision

Document Type

Article

Publication Title

Journal of Marketing Management

Publication Date

1-1-2022

Abstract

By enabling users to digitally monitor their health and behaviour, wearable technologies foster the perspective of the quantified self, a cultural phenomenon emphasising personal improvement through self-tracking. This vision, in turn, provides a basis for new forms of social engagement. In this netnographic study, we explore a brand community for users of the Fitbit wearable device. Our analysis reveals two structural dynamics–material agency and quantitative anchoring–which create a foundation for what we label ‘accidental transhumanism’, a transitional movement towards a transhumanist vision based on self-quantification, self-extension, and integration with technology. We further highlight the social engagement mechanisms, including motivating empowerment, friendly rivalry, and trusting engagement, that are built upon this foundation. Leveraging these findings, we theorise a novel model of the interaction of consumers and system artefacts in socio-technical assemblages. We refer to this novel phenomenon of brand community centred on self-quantification as quantified self-in-community, and consider both the beneficial and potentially deleterious impacts that it presents.

Volume

38

Issue

5-6

First Page

569

Last Page

604

DOI

10.1080/0267257X.2021.2001559

ISSN

0267257X

E-ISSN

14721376

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