Navigating the Networked Rivers of the Social Web: Emerging Themes For Consumer Behavior Research on Web 2.X

Web 2.0 or the “social Web,” offers online consumers unprecedented opportunities to create and control their online experiences. The purpose of this proposed roundtable is to explore the emerging research implications of consumer behaviors in the social Web. Research topics are organized according to consumer creation, connection, consumption and control themes. Key objectives are to: 1) offer a new framework for organizing emerging consumer behavior research on the social Web research frontier, 2) expose interested ACR members to exciting research streams in this emerging area, and 3) generate insights and ideas that can serve as the basis for future collaborations among ACR members.


Robert Kozinets, Nicholas Lurie, and Wendy Moe (2010) ,"Navigating the Networked Rivers of the Social Web: Emerging Themes For Consumer Behavior Research on Web 2.X", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 741-742 .


Robert Kozinets, Schulich School of Business, York University, Canada
Nicholas Lurie, Georgia Institute of Technology, USA
Wendy Moe, University of Maryland, USA


NA - Advances in Consumer Research Volume 37 | 2010

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