How Do Social Capital-Driven Consumption Communities Conceal Their Economic Interests?

Katharina C. Husemann, University of Innsbruck, Austria
This multi-method interpretive study explores the intersection of social and economic capital production in consumption communities. Building on Bourdieu, it reveals how social capital-driven communities employ four nuanced strategies of concealing their economic interests. Engaging these strategies allows communities for incorporating economic activities under the primacy of social capital production.
[ to cite ]:
Katharina C. Husemann (2012) ,"How Do Social Capital-Driven Consumption Communities Conceal Their Economic Interests? ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 540-546.