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Lookup NU author(s): Dr Athanasia Daskalopoulou
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We use institutional theory to study the productive consumption of mobile applications by healthcare professionals. We ask how the pre-existing meanings and beliefs (i.e. logics) ascribed to mobile apps influence how productive consumption practices are perceived by professionals and consumers during service interactions; how professionals cope with the existence of multiple logics; and how they negotiate the contradictions between the dominant modes of service delivery and their productive consumption.
Author(s): Daskalopoulou A, Keeling K, Vassilopoulou K, Mehandjiev N
Publication type: Conference Proceedings (inc. Abstract)
Publication status: Published
Conference Name: Bringing Institutional Theory to Marketing
Year of Conference: 2017
Acceptance date: 08/03/2017
