Measuring the Dissemination of a Subculture Through Consumption. Investigating the Geek Culture Case.

This research proposes to understand better the dissemination of a subculture within mass culture, by measuring belonging and consumption in the geek culture case. Results confirm subcultural traits and practices and progressive dissemination, showing the quantifiable reality of a subculture and the possibility of measuring its spreading.


Alexandre Tiercelin, Marion Garnier, and Arnaud Delannoy (2020) ,"Measuring the Dissemination of a Subculture Through Consumption. Investigating the Geek Culture Case.", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1236-1236.


Alexandre Tiercelin, Université de Reims
Marion Garnier, Grenoble Ecole de Management - Univ Grenoble Alpes ComUE
Arnaud Delannoy, Ecole de Management de Normandie, Laboratoire Métis


NA - Advances in Consumer Research Volume 48 | 2020

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