Academic Journal
Curating the Crowd: How Firms Manage Social Fit to Stage Social Atmospheres.
| Τίτλος: | Curating the Crowd: How Firms Manage Social Fit to Stage Social Atmospheres. |
|---|---|
| Συγγραφείς: | Danatzis, Ilias (AUTHOR) ilias.danatzis@kcl.ac.uk, Hill, Tim (AUTHOR), Karpen, Ingo O. (AUTHOR), Kleinaltenkamp, Michael (AUTHOR) |
| Πηγή: | Journal of Marketing. Mar2026, Vol. 90 Issue 2, p115-134. 20p. |
| Θεματικοί όροι: | *Experience economy, *Consumers, *Customer experience, *Brand loyalty, Social context, Social groups, Musical performance |
| Γεωγραφικοί όροι: | Berlin (Germany) |
| Περίληψη: | In sectors across the experience economy—from live sports to festivals, nightlife entertainment, private members' clubs, and invite-only events—firms compete by staging social atmospheres. When firms successfully stage social atmospheres, they benefit from enhanced customer experiences, loyalty, and place attachment. However, social atmospheres often fail when firms struggle to bring together the "optimal" mix of customers. Yet marketing research offers limited insight into how firms can attract and select heterogeneous customers who fit together productively to create meaningful shared experiences of place. Accordingly, this article draws on aesthetic work literature to conceptualize social atmosphere curation— the process through which firms manage customer heterogeneity to achieve social fit as a means to stage social atmospheres. Through an ethnographic study of Berlin's iconic electronic music club scene, this article reveals a three-stage social atmosphere curation model, comprising curation mechanisms of cultivation, selection, and mystification. This research advances marketing scholarship's understanding of social atmospheres, customer heterogeneity, and marketplace inclusion and exclusion. By outlining the managerial tasks associated with each curation mechanism, this research provides actionable guidance for managers across various service contexts on how to curate the right crowd to deliberately stage social atmospheres. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Βάση Δεδομένων: | Business Source Index |
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| Header | DbId: bsx DbLabel: Business Source Index An: 191375786 RelevancyScore: 1470 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 1470.35424804688 |
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| Items | – Name: Title Label: Title Group: Ti Data: Curating the Crowd: How Firms Manage Social Fit to Stage Social Atmospheres. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Danatzis%2C+Ilias%22">Danatzis, Ilias</searchLink> (AUTHOR)<i> ilias.danatzis@kcl.ac.uk</i><br /><searchLink fieldCode="AR" term="%22Hill%2C+Tim%22">Hill, Tim</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Karpen%2C+Ingo+O%2E%22">Karpen, Ingo O.</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Kleinaltenkamp%2C+Michael%22">Kleinaltenkamp, Michael</searchLink> (AUTHOR) – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing%22">Journal of Marketing</searchLink>. Mar2026, Vol. 90 Issue 2, p115-134. 20p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Experience+economy%22">Experience economy</searchLink><br />*<searchLink fieldCode="DE" term="%22Consumers%22">Consumers</searchLink><br />*<searchLink fieldCode="DE" term="%22Customer+experience%22">Customer experience</searchLink><br />*<searchLink fieldCode="DE" term="%22Brand+loyalty%22">Brand loyalty</searchLink><br /><searchLink fieldCode="DE" term="%22Social+context%22">Social context</searchLink><br /><searchLink fieldCode="DE" term="%22Social+groups%22">Social groups</searchLink><br /><searchLink fieldCode="DE" term="%22Musical+performance%22">Musical performance</searchLink> – Name: SubjectGeographic Label: Geographic Terms Group: Su Data: <searchLink fieldCode="DE" term="%22Berlin+%28Germany%29%22">Berlin (Germany)</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: In sectors across the experience economy—from live sports to festivals, nightlife entertainment, private members' clubs, and invite-only events—firms compete by staging social atmospheres. When firms successfully stage social atmospheres, they benefit from enhanced customer experiences, loyalty, and place attachment. However, social atmospheres often fail when firms struggle to bring together the "optimal" mix of customers. Yet marketing research offers limited insight into how firms can attract and select heterogeneous customers who fit together productively to create meaningful shared experiences of place. Accordingly, this article draws on aesthetic work literature to conceptualize social atmosphere curation— the process through which firms manage customer heterogeneity to achieve social fit as a means to stage social atmospheres. Through an ethnographic study of Berlin's iconic electronic music club scene, this article reveals a three-stage social atmosphere curation model, comprising curation mechanisms of cultivation, selection, and mystification. This research advances marketing scholarship's understanding of social atmospheres, customer heterogeneity, and marketplace inclusion and exclusion. By outlining the managerial tasks associated with each curation mechanism, this research provides actionable guidance for managers across various service contexts on how to curate the right crowd to deliberately stage social atmospheres. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1177/00222429251328277 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 20 StartPage: 115 Subjects: – SubjectFull: Experience economy Type: general – SubjectFull: Consumers Type: general – SubjectFull: Customer experience Type: general – SubjectFull: Brand loyalty Type: general – SubjectFull: Social context Type: general – SubjectFull: Social groups Type: general – SubjectFull: Musical performance Type: general – SubjectFull: Berlin (Germany) Type: general Titles: – TitleFull: Curating the Crowd: How Firms Manage Social Fit to Stage Social Atmospheres. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Danatzis, Ilias – PersonEntity: Name: NameFull: Hill, Tim – PersonEntity: Name: NameFull: Karpen, Ingo O. – PersonEntity: Name: NameFull: Kleinaltenkamp, Michael IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 03 Text: Mar2026 Type: published Y: 2026 Identifiers: – Type: issn-print Value: 00222429 Numbering: – Type: volume Value: 90 – Type: issue Value: 2 Titles: – TitleFull: Journal of Marketing Type: main |
| ResultId | 1 |