Consumer Entrepreneurs: a Netnographic Study of Facebook’S Next Top Model

Marie-Agnes Parmentier, York University, Canada
Following the stream of research on audience participation in media culture and the current interest in entrepreneurship in consumer tribes, this working paper focuses on fans who attempt to overcome the limited chances for participation in a particular institutional field. The project explores consumer entrepreneurship in the context of the grassroots Facebook competition for aspiring fashion models based on the reality TV hit “America’s Next Top Model.” The objectives of the project are to 1) refine our understanding of fans’ producerly consumption activities and their relation to consumer entrepreneurship, and 2) examine the implications for marketers and other institutional members.
[ to cite ]:
Marie-Agnes Parmentier (2009) ,"Consumer Entrepreneurs: a Netnographic Study of Facebook’S Next Top Model", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 906-907.