Navigating the Networked Rivers of the Social Web: Emerging Themes For Consumer Behavior Research on Web 2.X

Robert Kozinets, Schulich School of Business, York University, Canada
Nicholas Lurie, Georgia Institute of Technology, USA
Wendy Moe, University of Maryland, USA
Albert Muniz, Thomas Novak, Thomas O'Guinn, Hope Jensen Schau, Ann Schlosser, Allan Weiss, Tiffany White, Jill Avery, Kristine De Valck, Uptal (Paul) Dholakia, Markus Geisler, Andrew Gershoff, Ashlee Humphreys, Charla Mathwick, Constance Porter, DePaul University, USA; University of California at Riverside, USA; University of Wisconsin-Madison, USA; University of Arizona, USA; University of Washington, USA; University of Southern California, USA; University of Illinois, USA; Simmons School of Management, USA; HEC Paris, France; Rice University, USA; York University, Canada; University of Michigan, USA; Northwestern University, USA; Portland State University, USA; University of Notre Dame, USA
Web 2.0 or the “social Web,” offers online consumers unprecedented opportunities to create and control their online experiences. The purpose of this proposed roundtable is to explore the emerging research implications of consumer behaviors in the social Web. Research topics are organized according to consumer creation, connection, consumption and control themes. Key objectives are to: 1) offer a new framework for organizing emerging consumer behavior research on the social Web research frontier, 2) expose interested ACR members to exciting research streams in this emerging area, and 3) generate insights and ideas that can serve as the basis for future collaborations among ACR members.
[ to cite ]:
Robert Kozinets, Nicholas Lurie, Wendy Moe, and Albert Muniz, Thomas Novak, Thomas O'Guinn, Hope Jensen Schau, Ann Schlosser, Allan Weiss, Tiffany White, Jill Avery, Kristine De Valck, Uptal (Paul) Dholakia, Markus Geisler, Andrew Gershoff, Ashlee Humphreys, Charla Mathwick, Constance Porter (2010) ,"Navigating the Networked Rivers of the Social Web: Emerging Themes For Consumer Behavior Research on Web 2.X", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 741-742 .