Collective Authentication

Our netnographic study of an open-source marketing community investigates collective practices of authentication. We find that the community embraces emerging contradictions–open closed-ness, professional amateurs, market logic of doing good, and a face-ful mass–instead of solving them thus, constantly fueling collective authentication practices.



Citation:

Sabrina Gabl and Andrea Hemetsberger (2012) ,"Collective Authentication", 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: 553-560.

Authors

Sabrina Gabl, University of Innsbruck, Austria
Andrea Hemetsberger, University of Innsbruck, Austria



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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