I Know a "Guy": the Consequences of Using Social Capital to Facilitate Consumption Experiences

Bryan Johnson, Pennsylvania State University
William T. Ross, Jr., Pennsylvania State University
In this paper we examine consumers’ use of social relationships to facilitate the purchase of goods and services. Our research extends and refines social capital theory in the context of consumer behavior using grounded theory techniques. Utilizing data from U.S. consumers, we address how and why consumers leverage their social relationships to manage consumption experiences. We also identify the benefits and implications of this behavior. Our findings contribute to social capital theory, both inside and outside of the consumer domain. The results of the study also suggest ramifications for other aspects of marketing inquiry, such as customer satisfaction and loyalty.
[ to cite ]:
Bryan Johnson and William T. Ross, Jr. (2008) ,"I Know a "Guy": the Consequences of Using Social Capital to Facilitate Consumption Experiences", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 904-904.