Impression Management Practices of Stigma Conscious Communities — the Case of an Online Pro-Smoking Forum

Navin Bahl, University of Hawaii, USA
Namita Bhatnagar, University of Manitoba, Canada
Rajesh V. Manchanda, University of Manitoba, Canada
Anne Lavack, Kwantlen Polytechnic University, Canada
Literatures from consumption communities, stigmatization, and tobacco control are integrated to understand how smokers engage in impression management practices in order to counteract stigma. Results of a netnography unearth impression management practices (namely, enabling, compromising, and curing) inherent within an online pro-smoking community. Implications for theory and practice are proposed.
[ to cite ]:
Navin Bahl, Namita Bhatnagar, Rajesh V. Manchanda, and Anne Lavack (2012) ,"Impression Management Practices of Stigma Conscious Communities — the Case of an Online Pro-Smoking Forum", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1110-1110.