Intellectual capital perspective on urban sophisticate retailing: a media narratives analysis through dual processing theory (DPT)

Purpose This study aims to understand how Dual Processing Theory (DPT) explains the phenomena of retailing to urban sophisticates. This study combines aspects of DPT and social capital to discuss intellectual capital formation in the retail industry. Design/methodology/approach We conducted a content analysis of media messages through a sample of 146 media articles and 37 videos to compare the positive and negative discussions around urban sophisticates. Findings The results revealed that an urban sophisticate’s physical and behavioural characteristics, which differentiate it from traditional masculinity, impact popular culture and affect society's gender norms, contributing to the intellectual capital formation of a retail firm by leveraging its social capital. Research limitations/implications Our approach has both a limitation and a research opportunity. The scope of this study is limited to specific regions or markets, such as Western countries like Europe. Further studies should consider the scope by including emerging markets and non-Western countries to better understand metrosexual retailing to urban sophisticates across different cultural contexts. Practical implications With an increased focus on men's physical appearance and self-care, retailers can capitalize on this growing trend by providing products and services tailored to urban sophisticates. In addition, systems 1 and 2, which produce judgments that lead to the purchase of products and services by urban sophisticates, are examined through media discourse. These findings suggest possible solutions for the retail industry to capitalize on and target this segment of urban sophisticates through leveraging social capital. Social implications The theoretical and managerial implications of DPT systems in understanding this segment and its consumption pattern to strategize for metrosexual retailing to urban sophisticates through leveraging social capital. Originality/value This study provides media narratives through the critical lens of DPT systems 1 and 2 and the intellectual capital theory constituents under social capital, that is cognitive, structural and relational, to explain the emerging segment of “Urban Sophisticates” that retailers can leverage to discern potential avenues for growth and formulate novel products or services catering to them.