Consumer Entrepreneurs: a Netnographic Study of Facebook’S Next Top Model

Following the stream of research on audience participation in media culture and the current interest in entrepreneurship in consumer tribes, this working paper focuses on fans who attempt to overcome the limited chances for participation in a particular institutional field. The project explores consumer entrepreneurship in the context of the grassroots Facebook competition for aspiring fashion models based on the reality TV hit “America’s Next Top Model.” The objectives of the project are to 1) refine our understanding of fans’ producerly consumption activities and their relation to consumer entrepreneurship, and 2) examine the implications for marketers and other institutional members.



Citation:

Marie-Agnes Parmentier (2009) ,"Consumer Entrepreneurs: a Netnographic Study of Facebook’S Next Top Model", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 906-907.

Authors

Marie-Agnes Parmentier, York University, Canada



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

When do More Options Produce Worse Choice?

Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA

Read More

Featured

The Impact of Product Type on Disposal Intentions

MUSTAFA KARATAŞ, Koc University, Turkey
Rabia BAYER, Koc University, Turkey
Zeynep GURHAN-CANLI, Koc University, Turkey

Read More

Featured

L11. Consumer Search Mode Produces Unintended Marketing Consequences

Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce

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.