Immersion, emergence and reflexivity: grounded theory and aesthetic consumption

Purpose The purpose of this paper is to suggest grounded theory as a potential methodology within the field of arts marketing and the creative industries in general, particularly if the research aims to gain insights into consumer experiences. Design/methodology/approach Grounded theory is a general, qualitative methodology that is concerned with social processes and interactions. The paper looks at the fundamental processes that grounded theory must follow and provides an example of applying grounded theory in the context of researching the Goths, an aesthetic subculture. Research limitations/implications The paper suggests that within the creative industries there is scope for the wider application of inductive, theory‐building methodologies that aim to provide deeper understanding of behavior. Originality/value The value of the paper lies in detailing a systematic methodology that scholars may apply across the spectrum of creative and cultural marketing from music festivals to museums.