New directions in researching ethnicity in marketing and consumer behaviour: a wellbeing agenda

This special commentary section proposes new directions in researching the nexus of ethnicity and wellbeing under three themes of: (1) mobility and shifting identities in relation to place; (2) empowerment and identity performance in relation to the virtual space; and (3) religious conflicts in relation to markets and spaces of consumption. The three short essays in this collection are geared towards accelerating research on ethnicity in marketing and consumer behaviour. They problematize the very nature of ethnicity in relation to space and how ethnicity is performed in different spaces by looking at the issues of social relations, transformations, and conflict. They suggest potential areas of enquiry, particularly for new (Ph.D.) research projects, policy-focused research grant applications, conferences/seminars/workshops, and also classroom activities and teaching purposes.