EPISTEMOLOGY OF DIGITAL MARKETING. HOW CAN BACHELARD HELP US THINK ABOUT AN EPISTEMOLOGY OF RUPTURE?

Abstract

This article presents the main characteristics of the epistemology practiced in digital marketing. These are analysed in the light of the epistemological ruptures as conceptualised by Gaston Bachelard. The similarities and differences between digital epistemologies and those of the early 20th century (Bachelard’s reference period) are analysed in the light of recent developments in digital marketing. In the first part, four types of epistemologies applicable to this field (positivist, interpretativist, constructivist, interactionist) are presented. In the second part, we propose principles of action that allow the researcher to better address the epistemological rupture induced by digital marketing. Possible avenues of improvement for the construction of an epistemology in digital marketing are proposed.