GLIMS Journal of Management Review
and Transformation
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Shelleka Gupta1
and Bonia Sharma1
1 The Business School, University of Jammu, Jammu and Kashmir, India
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (http://www.creativecommons.org/licenses/by-nc/4.0/) which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed.
Technical advancements that are generating new products, services and markets, at a fast pace tend to meet modern consumer wants. Despite the fact that digital technologies are intangible, users of virtual environments form strong emotional bonds with their goods and frequently experience a sense of psychological ownership of these tools. These digital advances have substantially disrupted psychological ownership since they have replaced legal ownership with legal access rights to things, which has added value for consumers and firms. As a result, in depth study is needed in the field of psychological ownership since it would give more insights and implementable marketing strategies to organisations who wish to capitalise on psychological ownership’s advantages in the digital age. The research presented in this study offers a fresh viewpoint on how consumers’ emotions impact the psychological ownership of digital technologies. The theoretical explanation of the relationship between emotions and psychological ownership is provided in this study, which contends that both factors are essential to producing favourable results for digital enterprises. The research sums up by offering practical marketing tactics for firms looking to maintain the advantages of increased psychological ownership. Additionally, as potential areas for future research, this study calls on academics to do empirical research.
Psychological ownership, emotions, digital technologies, consumer marketing
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