Collective Authentication

Sabrina Gabl, University of Innsbruck, Austria
Andrea Hemetsberger, University of Innsbruck, Austria
Our netnographic study of an open-source marketing community investigates collective practices of authentication. We find that the community embraces emerging contradictions–open closed-ness, professional amateurs, market logic of doing good, and a face-ful mass–instead of solving them thus, constantly fueling collective authentication practices.
[ to cite ]:
Sabrina Gabl and Andrea Hemetsberger (2012) ,"Collective Authentication", 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: 553-560.