Cries From the Goblin Market: Consumer Narratives in the Marketplace

Shakeel Siddiqui, Dublin City Univesity, Ireland
Darach Turley, Dublin City University, Ireland
Farida Rifai, HSE, Ireland
Although narratives permeate marketplaces, contemporary market structures militate against consumers creating their own commercial narratives. However, alternate marketplaces such as online auctions allow consumers to become marketers themselves, lead to a sense of empowerment and thereby redress this disequilbrium in marketplace structures. This paper looks at consumer-generated commercial narratives on eBay and finds that not only does consumer empowerment in this alternate marketplace contribute to marketplace discourses of power at large, but that consumers also use these narratives to both foster and further ideological agendas.
[ to cite ]:
Shakeel Siddiqui, Darach Turley, and Farida Rifai (2008) ,"Cries From the Goblin Market: Consumer Narratives in the Marketplace", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 810-811.