For a Deeper Understanding of the Sociality That Emanates From Virtual Communities of Consumption

Alexandre Schwob, HEC Paris, France
This paper aims to improve our understanding of the sociality that emanates from virtual communities of consumption. We have collected life narratives, with a focus on agency in consumers’ experiences of forums in a virtual community of video game players. Findings reveal the existence of different means of appropriation built on identified dimensions and leading to various knowledge projects. These projects are experienced throughout subject positions around which consumers build more or less salient identities. The roles that forums play in knowledge projects lead to four main interrelated consumption logics that are collectively embodied in different ways by social practices.
[ to cite ]:
Alexandre Schwob (2010) ,"For a Deeper Understanding of the Sociality That Emanates From Virtual Communities of Consumption", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 901-902 .