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.
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.
Sabrina Gabl, University of Innsbruck, Austria
Andrea Hemetsberger, University of Innsbruck, Austria
NA - Advances in Consumer Research Volume 40 | 2012
When Humans Consume Humanlike Animals: Anthropomorphism, Power, and Cruelty-free Consumption
Ji Myoung Danny Kim, University at Buffalo
Sunyee Yoon, University at Buffalo
Effects of Brand Knowledge, Motivations, and Trust on Consumption Experience among Millennial Consumers
Ananya Rajagopal, Tecnológico de Monterrey, MEXICO
D1. When Intention to Share on Social Media Increases Variety-Seeking: The Role of Self-Enhancement
Jingjing Ma, Peking University
David Dubois, INSEAD, France
Fei Jin, Peking University