Netnographic Study of a Community of Beauty Product Enthusiasts in China: Consumer Reflexivity and Social Concerns

Kineta H. Hung, Associate Professor of Marketing, School of Business,The University of Hong Kong
Stella Yiyan Li, Ph.D Candidate in Marketing, School of Business, The University of Hong Kong

Netnographic Study of a Community of Beauty Product Enthusiasts in China:

Consumer Reflexivity and Social Concerns

 

Stella Yiyan Li

Kineta Hung

 

Stella Yiyan Li

Ph.D. Candidate in Marketing

School of Business

University of Hong Kong.

 

Kineta Hung

Assistant Professor of Marketing

School of Business

University of Hong Kong.

 

Abstract

A virtual community is a cyberspace built by groups of people who utilize networked computers to form and sustain a community through ongoing communications. Many such communities are structured around consumption interests. These communities provide both opportunities and challenges to marketers because of their potential effects on various aspects of marketing. We draw on the literature on consumer reflexivity and resistance in our netnographic study to understand how members of a virtual community in China become reflexive upon their consumption behaviors and questions the role marketing plays in promoting beauty products. Implications are discussed.
[ to cite ]:
Kineta H. Hung and Stella Yiyan Li (2006) ,"Netnographic Study of a Community of Beauty Product Enthusiasts in China: Consumer Reflexivity and Social Concerns", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 469-469.