12P Fear and Mourning in Identity Transformation: the Negotiation of Consumption and Disposal Using Social-Media
We explore how social-media facilitates consumers’ identity transformation. We study this phenomenon within the subculture of minimalism using a netnographic approach. Emerging themes reveal communal support offered by social-media during consumers’ transformation: from fear, to mourning, to status, and negotiating the tensions of shifting consumption habits.
Kelley Cours Anderson and Kevin A. Harmon (2019) ,"12P Fear and Mourning in Identity Transformation: the Negotiation of Consumption and Disposal Using Social-Media", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 957-957.
Kelley Cours Anderson, Texas Tech University, USA
Kevin A. Harmon, Texas Tech University, USA
NA - Advances in Consumer Research Volume 47 | 2019
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