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Yet scholarship remains fragmented: marketing and consumer research struggle to reach a definitional consensus on fun, its conceptual components, and how marketers can leverage it. This thesis examines consumers’ lived meanings of fun and their construction, interpretation, and sharing, and evaluates how marketers use fun to achieve objectives and whether both perspectives align.",{"@graph":63,"@context":118},[64,80,101],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":51,"@type":70,"position":76},"https://docshare.wps.com/template/general/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/critically-evaluating-the-marketisation-of-fun-through-a-socio-cultural-lens-of-consumer-experience/573001/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/critically-evaluating-the-marketisation-of-fun-through-a-socio-cultural-lens-of-consumer-experience/573001.png","ImageObject",442,249,{"name":88,"@type":89},"dabgoudw","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-19","2026-10-13",true,{"@type":98,"interactionType":99,"userInteractionCount":79},"InteractionCounter",{"@type":100},"ViewAction",{"@type":102,"mainEntity":103},"FAQPage",[104,110,114],{"name":105,"@type":106,"acceptedAnswer":107},"What are the two main objectives of the study?","Question",{"text":108,"@type":109},"To examine how consumers live and construct meanings of fun, and to understand how marketers use the concept of fun to pursue marketing objectives while comparing whether the two perspectives align.","Answer",{"name":111,"@type":106,"acceptedAnswer":112},"What research method and theoretical lens underpin the thesis?",{"text":113,"@type":109},"An interpretive methodology using a hermeneutic phenomenological lens, supported by in-depth interviews with consumers and marketing professionals.",{"name":115,"@type":106,"acceptedAnswer":116},"What key insights about consumer fun emerge from the findings?",{"text":117,"@type":109},"Experienced fun centers on positive affective states, a liberated self, social connectedness, and transgressing normality, while a wider life perspective shows self constraint, social influence, and meanings shaped by social norms.","https://schema.org",{"og:url":78,"og:type":120,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":122,"canonical":78},"index,follow",{"doc_id":124,"site_id":56},573001,1792083948,{"code":4,"msg":5,"data":127},{"doc_id":124,"user_id":128,"nickname":88,"user_avatar":129,"doc_module":9,"category_id":50,"category_name":51,"doc_title":59,"doc_description":61,"doc_content":130,"file_id":131,"file_url":132,"file_type":133,"file_size":134,"view_count":79,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":135,"language":136,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":61,"update_tm":140,"read_time":56},3985747860484,"https://ap-avatar.wpscdn.com/davatar_276721f389ce27ea32af1340a28f341c","Coventry University  \nDOCTOR OF PHILOSOPHY  \nCritically evaluating the marketisation of fun through a socio-cultural lens of consumer experience  \nZaboeva, Nataliia  \nAward date: 2024  \nAwarding institution: Coventry University  \nLink to publication  \nGeneral rights  \nCopyright and moral rights for the publications made accessible in the public portal are retained by the authors and/or other copyright owners and it is a condition of accessing publications that users recognise and abide by the legal requirements associated with these rights.  \n• Users may download and print one copy of this thesis for personal non-commercial research or study  \n• This thesis cannot be reproduced or quoted extensively from without first obtaining permission from the copyright holder(s)  \n• You may not further distribute the material or use it for any profit-making activity or commercial gain  \n• You may freely distribute the URL identifying the publication in the public portal  \nTake down policy  \nIf you believe that this document breaches copyright please contact us providing details, and we will remove access to the work immediately and investigate your claim.  \nDownload date: 13. Oct. 2026  \nCritically evaluating the marketisation of fun through a socio-cultural lens of consumer experience  \nby Nataliia Zaboeva  \nPhD  \nSeptember 2023  \nCritically evaluating the marketisation of fun through a socio-cultural lens of consumer experience  \nNataliia Zaboeva  \nA thesis submitted in partial fulfilment of the University’s requirements for the Degree of Doctor of Philosophy  \nSeptember 2023  \nAbstract  \nUbiquitous but elusive, fun flows through the fabric of contemporary consumer experiences, enticing marketers to weave the societal pursuit of fun throughout customer journeys. However, despite fun’s omnipresence, scholarly understandings of the construct are limited. Marketing and consumer research struggles to provide adefinitional consensus, let alone comprehension of fun’s conceptual elements and marketers’ abilities to leverage them.  \nDriven by the lack of theoretical understanding of the construct of fun and the keen interest of practitioners, this study has two objectives. First, to examine consumers’lived meanings of fun and the ways in which these are constructed, interpreted, and shared. Second, to understand how the concept of fun is used by marketers in pursuit of marketing objectives and whether the perspectives of two sides are aligned.  \nUnderpinned by an interpretive methodology with the hermeneutic phenomenological lens, the empirical element of this study entails in-depth interviews with consumersand marketing professionals representing the brands that adopt the concept of fun in their promotional activities.  \nThe findings from consumer interviews reveal two layers of insight. In experienced fun, consumers’meaning making revolves around positive affective states, liberated self, social connectedness and normality transgression. From a wider perspective of fun asa part of consumers’ lives, self is constrained, social influence is evident and fun meanings are shaped by often restrictive social norms. The findings from marketers’sample signal that while such aspects of consumer fun as positive affective states, social connectedness and going beyond normality are acknowledged, the dynamics of self-liberation and self-constraint, as well as the tensions related to consumers’ selfperception surrounding fun that is perceived to fall out of the socially constructed fun norms are overlooked.  \nBased on the findings, the phenomenon of consumer fun is understood through the application of Giddens’ structuration theory, as the intersection of agency and structure affecting and informing each other. Consumers continually recreate structure through their participation in fun practices, while pre-existing conventions of such practices constrain their choices and behaviours but at the same time provide a referential  \nframework within which persona","cbCaikvPVX3SyHXG","https://ap.wps.com/l/cbCaikvPVX3SyHXG","pdf",3925853,299,"English","# Abstract\n## Objectives\n## Methodology\n## Findings\n## Contributions","[{\"question\":\"What are the two main objectives of the study?\",\"answer\":\"To examine how consumers live and construct meanings of fun, and to understand how marketers use the concept of fun to pursue marketing objectives while comparing whether the two perspectives align.\"},{\"question\":\"What research method and theoretical lens underpin the thesis?\",\"answer\":\"An interpretive methodology using a hermeneutic phenomenological lens, supported by in-depth interviews with consumers and marketing professionals.\"},{\"question\":\"What key insights about consumer fun emerge from the findings?\",\"answer\":\"Experienced fun centers on positive affective states, a liberated self, social connectedness, and transgressing normality, while a wider life perspective shows self constraint, social influence, and meanings shaped by social norms.\"}]","Critically evaluating the marketisation of fun through a socio-cultural lens of consumer experience | PDF",1791930601]