13-G: New With Tags: Consumer and Brand Relationships in Consumer-To-Consumer Buy/Sell/Trade Groups on Social Media

This paper introduces and explores the emerging and impactful phenomenon of branded consumer-to-consumer buy/sell/trade groups on social media. These groups are independently organized marketplaces where consumers buy and sell one focal brand exclusively. Through in-depth interviews, field data scraped from Facebook, and survey data, we identify brand and retailing implications.



Citation:

Catherine Armstrong Soule and Sara Hanson (2017) ,"13-G: New With Tags: Consumer and Brand Relationships in Consumer-To-Consumer Buy/Sell/Trade Groups on Social Media", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1012-1012.

Authors

Catherine Armstrong Soule, Western Washington University, USA
Sara Hanson, University of Richmond, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

G9. The Voice From Afar: How Reverberation Affects Consumer Cognition

Johann Melzner, New York University, USA
Jochim Hansen, University of Salzburg

Read More

Featured

Don’t Forget the Accountant: Role-Integration Increases the Fungibility of Mentally Accounted Resources

Iman Paul, Georgia Tech, USA
Jeffrey Parker, Georgia State University, USA
Sara Loughran Dommer, Georgia Tech, USA

Read More

Featured

O8. Valuation and Allocation of Bought Time

Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.