Brand rituals

Brands are often an important part of our daily routines. Sharing such routines on social media is becoming increasingly popular - both among consumers and influencers. Even brands are recognizing new opportunities to reach customers. Numerous videos can be found across platforms under keywords such as "morning routine", "night time routine" or "skin-care routine". These videos often integrate brand products and present them as indispensable elements of everyday life.

Brand routine videos offer an innovative advertising format in which brands are shown in established patterns of action (routines). Advertisers aim to persuade viewers to adopt these routines, including the brands used. This allows brands to become deeply anchored in consumers' everyday lives.

Despite the increasing prevalence of brand routine videos in social media, there has been little research done on them. This opens up exciting and relevant research questions:

• What is the difference between the design of successful brand routine videos and non-successful brand routine videos?
• How do brand routine videos affect brand loyalty and attitudes towards a brand?

Recommended starting literature:

• Dew, Ryan, Eva Ascarza, Oded Netzer, and Nachum Sicherman. 2024. “Detecting Routines: Applications to Ridesharing Customer Relationship Management.” Journal of Marketing Research 20 (1): 1–25. 
   
• Heintzelman, Samantha J., and Laura A. King. 2019. “Routines and Meaning in Life.” Personality & Social Psychology Bulletin 45 (5): 688–99. https://doi.org/10.1177/0146167218795133 .
   
• Phipps, Marcus, and Julie L. Ozanne. 2017. “Routines Disrupted: Reestablishing Security Through Practice Alignment.” Journal of Consumer Research 44 (2): 361–80. https://doi.org/10.1093/jcr/ucx040 .
   
• Spagnola, Mary, and Barbara H. Fiese. 2007. “Family Routines and Rituals.” Infants & Young Children 20 (4): 284–99. https://doi.org/10.1097/01.IYC.0000290352.32170.5a .
   
• Giddens, Anthony. 1984. The Constitution of Society: Outline of the Theory of Structuration. London: Polity Press. https://doi.org/10.4324/9780203335697-9