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EMAC 2022 Annual

Am I digitally included? The conceptualization of user’s digital self-inclusion

Published: May 24, 2022


Léa CAUCHARD, Université de Montpellier; Gilles N'Goala, Institut Montpellier Management


Faced with this digital transformation of customer journeys, the users’ difficulties are often underestimated. To ensure effective users’ participation and increase their market shares, organizations must adopt a more digital and inclusive approach. Despite a rich marketing literature on the relationship that users have with digital, research that specifically examines digital inclusion/exclusion mainly emphasizes objective digital inequalities without considering the social field and the understanding of the psychological and social mechanisms of the individual. So, we are proposing a conceptualization of digital self-inclusion, based on a literature review and an exploratory qualitative study. We have identified 4 dimensions: perceived accessibility, autonomy, external equity, and recognition which are structured along 2 axes: self/other oriented and active/reactive.