Beyond Enemy Lines: Sociality in Consumer Activism

Leah Carter Schneider, York University, Canada
Robert Kozinets, York University, Canada
Consumers and companies clash in the marketplace. Rather than adopting a myopic view of the hero-enemy dyad in consumer activism, we investigate the supporting relationships that emerge from and influence activist efforts. We find that consumer campaigns are marked by liminal transitions, relationship fluidity, and community reorientations that facilitate the (trans)formation of relationships in the marketplace.
[ to cite ]:
Leah Carter Schneider and Robert Kozinets (2011) ,"Beyond Enemy Lines: Sociality in Consumer Activism", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 398-403.