How consumer market orientations shape algorithmic appreciation and avoidance in fashion
基于布尔迪厄场域理论和定性访谈，研究时尚消费者如何根据市场导向（主流或独立）采取不同策略（优化或保留）应对Instagram算法推荐，对品牌长期建设有管理启示。
This study illuminates how the growing influence of algorithms is changing consumer practices. Drawing on Bourdieu’s field theory and semi-structured qualitative interviews, the research examines how engaged fashion consumers interact with Instagram’s algorithmic recommendations in their pursuit of building status. The findings reveal two distinct sets of practices of algorithmic field maneuvering: algorithmic optimization and algorithmic preservation. The analysis demonstrates that these practices are contingent on consumers’ market orientation, with mainstream consumers favoring algorithmic optimization and indie consumers opting for algorithmic preservation. The study advances the literature on consumer-algorithm interactions and presents managerial implications for better managing the risks of algorithmic marketing, particularly its impact on long-term brand building.