Source 2.0: Reading Source Cues in Online Communities

Catherine Coleman, Texas Christian University, USA
Marie-Agnès Parmentier, HEC Montreal, Canada
Consumer research literature on source cues has been focused on individual responses to credibility and attractiveness. Using netnography, we suggest the importance of consumers’ reading of dynamic and multiple cultural codes through theoretical insights on how online members in virtual communities interpret and negotiate source cues.
[ to cite ]:
Catherine Coleman and Marie-Agnès Parmentier (2011) ,"Source 2.0: Reading Source Cues in Online Communities", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.