Bookcrossed Lovers: Consumers and Their Relationships With Books

Pauline Maclaran, Keele University, UK
Rosalind Masterson, DeMontfort University, UK
Very few studies explore how readers feel about their books and how their involvement with books affects their lives. Following Fournier’s (1998) study on the relationships between consumers and brands, this paper explores the diverse relationships between readers and their books. This study draws on book lovers’ experiences of BookCrossing.com; a website that encourages and facilities the circulation of secondhand books on a global basis. The research is based on a netnographic investigation which includes six months of observation and participant observation in the BookCrossing community.
[ to cite ]:
Pauline Maclaran and Rosalind Masterson (2009) ,"Bookcrossed Lovers: Consumers and Their Relationships With Books", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 188-189.