Fanning the Flames of Consumer Engagement: Inspiring and Nurturing Communally-Embedded Consumer Generated Content

We examine prolonged, collaborative CGC where narrative analysis is the creative impetus, rather than technological mastery. Our data consist of: the Twilight saga, a feature film, literary and film criticism of the brand, naturalistic and participant observation in three online fan forums and two offline events, collectively created CGC (videos, images and texts), as well as, email and face-to-face interviews with fans inside and outside the brand community and CGC creators. We find that CGC in the Twilight community is collaborative, explicitly producer-encouraged, ongoing, references larger social movements, and demonstrates polysemy; all of which inspire collective enduring brand engagement at the expense of producer control.


Hope Jensen Schau, Kate Thompson, and Albert Muniz (2010) ,"Fanning the Flames of Consumer Engagement: Inspiring and Nurturing Communally-Embedded Consumer Generated Content", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 284-287 .


Hope Jensen Schau, University of Arizona, USA
Kate Thompson, University of Arizona, USA
Albert Muniz, De Paul University, USA


NA - Advances in Consumer Research Volume 37 | 2010

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