Peopling Marketing, Organization, and Technology: Interactionist Studies in Marketing Interaction

Vivin Zulfa Atina; Muhammad Fahri Nur Utomo; Muhammad Ridha; Rian Larasati

doi:10.1080/08832323.2026.2697956

July 11, 2026Journal of Education for Business

Peopling Marketing, Organization, and Technology: Interactionist Studies in Marketing Interaction

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Key Points

This study aims to reframe the understanding of marketing and organizational processes through the lens of social interactions.
Theoretical analysis of existing literature on marketing and organization.
Positioning social interaction at the center of marketing processes.
Exploring implications for organizational theory and practice.
Highlights the importance of social interaction in shaping marketing processes.
Suggests that traditional views on marketing and organization may be limited by ignoring interactionist perspectives.
Proposes new frameworks for understanding marketing activities in organizational contexts.

Implication

Theoretical analysis explores social interaction's role in marketing and organizational processes, suggesting new insights.

Abstract

Peopling Marketing, Organization, and Technology, authored by Dirk vom Lehn, offers a theoretically rigorous rethinking of marketing and organizational processes by positioning social interaction a...

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Cite This Study

Atina et al. (2026) studied this question.

synapsesocial.com/papers/6a548219475c38bf615a5a77 https://doi.org/10.1080/08832323.2026.2697956

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Peopling Marketing, Organization, and Technology: Interactionist Studies in Marketing Interaction

Key Points

Implication

Abstract

Discussion

Cite This Study

Peopling Marketing, Organization, and Technology: Interactionist Studies in Marketing Interaction

Key Points

Implication

Abstract

Discussion

Cite This Study

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