Social Media For Social Change: Sustainability-Based Community in a Sustainable World

Robert Kozinets, York University, Canada
Frank-Martin Belz, Technische Universität München, Germany
The presentation overviews relevant extant research on online communities devoted to self- or social betterment. It then considers the relationship of so-called “intentional,” engaged online (and online/offline) communities to issues of sustainability. We then offer our observations, findings, and analysis from netnographic and blended ethnographic/netnographic fieldwork.
[ to cite ]:
Robert Kozinets and Frank-Martin Belz (2011) ,"Social Media For Social Change: Sustainability-Based Community in a Sustainable World", 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.