Sinnfluencers and a Collective Moral Identity

Our paper examines how “sinnfluencers” as influential consumers construct their identities at the individual and collective levels. Using archival data and netnographic analysis, we have identified five performance strategies that contribute to shaping the practices at the social level: 1) framing; 2) validating; 3) evangelizing; 4) celebrating and 5) advocating


Aya Aboelenien, Alex Paul Baudet, and Ai Ming Chow (2020) ,"Sinnfluencers and a Collective Moral Identity", 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: 344-345.


Aya Aboelenien, HEC Montreal, Canada
Alex Paul Baudet, HEC Montreal, Canada
Ai Ming Chow, University of Melbourne, Australia


NA - Advances in Consumer Research Volume 48 | 2020

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