13-G: New With Tags: Consumer and Brand Relationships in Consumer-To-Consumer Buy/Sell/Trade Groups on Social Media

Catherine Armstrong Soule, Western Washington University, USA
Sara Hanson, University of Richmond, USA
This paper introduces and explores the emerging and impactful phenomenon of branded consumer-to-consumer buy/sell/trade groups on social media. These groups are independently organized marketplaces where consumers buy and sell one focal brand exclusively. Through in-depth interviews, field data scraped from Facebook, and survey data, we identify brand and retailing implications.
[ to cite ]:
Catherine Armstrong Soule and Sara Hanson (2017) ,"13-G: New With Tags: Consumer and Brand Relationships in Consumer-To-Consumer Buy/Sell/Trade Groups on Social Media", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1012-1012.