Capturing digital experience: The method of screencast videography |
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| Institution: | 1. Shanghai University of Finance and Economics, Shanghai, China;2. JDS Behavior Insights, Taylors, SC, USA;3. NYU Shanghai, Shanghai, China;1. Department of Marketing and Consumer Studies, University of Guelph, 50 Stone Road East, Guelph, Ontario N1G 2W1, Canada;2. Imperial College Business School, South Kensington Campus, London SW7 2AZ, UK;1. Department of Marketing, Faculty of Business, Economics and Social Sciences, Christian-Albrechts-Universität zu Kiel, Westring 425, 24118 Kiel, Germany;2. DFR Marketing, Grenoble Ecole de Management, Univ Grenoble Alpes ComUE, 12 rue Pierre Sémard, 38000 Grenoble, France;3. Department of Economy and Company, Universidad de Almería, Ctra. Sacramento s/n, La Cañada de San Urbano, 04120 Almería, Spain;4. Institute for the World Economy, Kiellinie 66, 24105 Kiel, Germany;1. Department of Marketing, Jones Graduate School of Business Rice University, 6100 Main St, Houston, TX 77005, United States of America;2. Department of Marketing, Trulaske College of Business University of Missouri Columbia, MO 65211, United States of America;1. Zicklin School of Business, Baruch College, City University of New York, New York, NY 10010, USA;2. KAIST College of Business, Seoul 02455, Republic of Korea;3. W. P. Carey School of Business, Arizona State University, Tempe, AZ 85287, USA |
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| Abstract: | This paper presents a novel research methodology, screencast videography (SCV), as an approach to studying interactions and experiences in the digital space. Screencasting is a method of digitally recorded computer/mobile screen output, with or without audio narration. Focusing on the dynamic, highly visual digital environment in which many modern experiences such as e-shopping take place, SCV can be used for videographic studies of digital experiences that are rarely captured by means of traditional videography owing to the private settings of such experiences. SCV is able to capture dynamic experiences in the digital space, opening up opportunities for a wealth of screencast-based research to enhance our understanding of digitally occurring interactions, experiences and phenomena. This paper discusses the ontological and epistemological assumptions of SCV and how it is situated in relation to other relevant methodological approaches (videography and netnography). It then outlines, step-by-step, the methodological protocol for SCV and its possible applications. An illustrative example of using this method to study digital experience in the context of online fashion shopping is presented and discussed. This is the first presentation of such a method, offering a promising approach to studying similar experiences in the digital world. |
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