The impact of mobile technologies on everyday (consumption) practices: an exploratory study of online/offline hybridity

This dissertation explores the implications of the physical and cognitive connection between humans and mobile technology in the realm of everyday (consumer) life. Specifically, it analyses changes in the experience of the world and consumption through the concept of hybrid space and hybrid consumption practices. Its theoretical part defines the ontological and epistemological foundations of the subsequent investigation (actor-network theory, assemblage theory, practice theory, and phenomenology). In the conceptual part, it argues for the necessity of updating key concepts of marketing and consumer behaviour theory such as hybridity, technological mediation, presence, interaction or self and proceeds to revise the current state of knowledge in the outlined field by reconceptualising the constructs mentioned above and introducing the concept of online/offline hybridity or hybrid being-in-the-world and its new rules/principles. The empirical part of the thesis presents the design, process, limitations and results of qualitative research based on a gradual (three-phase) stimulation of the reflexivity of the respondents through a questionnaire, a digital diary and phenomenological interviews, aiming to detect, analyse and contextualise new hybrid consumption practices. The analysis and interpretation of the collected data resulted in identifying reflexive and non-reflexive hybrid practices and the delineation of so-called metaphorical concepts, i.e. phenomenological themes, from which these practices emerge.