Demystifying consumer invisibility in marketing research: Towards a conceptual framework

Abstract

The emergence of social media and new technologies have resulted in consumers facing an increasingly complex challenge regarding invisibility. Despite this, there is mixed evidence about the notion of consumer invisibility, its impact on consumer wellbeing and the conditions under which it may be desirable or undesirable for consumers. We address this important research gap by extensively reviewing the relevant literature on consumer invisibility and related concepts. We then conceptualize consumer invisibility as a construct with three underlying dimensions (type, context, and form). Next, we identify five types of antecedents (technological, organizational, environmental, social, and individual) and three levels of outcomes (micro, meso, and macro) of consumer invisibility, with potential moderators (emerging technologies, communication media, culture, and message alignment) that may influence its impact on important consumer outcomes. Finally, we develop a Consumer Invisibility (COIN) framework with ten testable propositions about the relationships among these variables. This research would help marketing managers design products and services to serve diverse consumer groups more effectively by looking beyond surface-level interactions to uncover deeper needs of their customers.