Social Curation in Consumer Communities: Consumers As Curators of Online Media Content

In the conceptual paper, the focus is on the role of consumer communities in distributing and marketing professional media content. The authors theoretically elaborate on the nature of this Internet-based activity and work towards a more sophisticated conceptualization of the phenomenon they define as social curation.


Mikko Villi, Johanna Moisander, and Annamma Joy (2012) ,"Social Curation in Consumer Communities: Consumers As Curators of Online Media Content ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 490-495.


Mikko Villi, Aalto University, Finland
Johanna Moisander, Aalto University, Finland
Annamma Joy, University of British Columbia, Canada


NA - Advances in Consumer Research Volume 40 | 2012

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