Contesting Stigma in the Online Space: an Institutional Perspective

We explore how marginalised consumers tackle stigma in the online space by conceptualising the socio-political online consumption space as an institutional field, and studying the dynamics between the upper and lower caste members and their efforts to distort the current institutional logic to establish their desired logics respectively.


Bhupesh Manoharan and Krishanu Rakshit (2020) ,"Contesting Stigma in the Online Space: an Institutional Perspective", 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: 1239-1239.


Bhupesh Manoharan, Masters Union School of Business
Krishanu Rakshit, Indian Institute of Management Calcutta


NA - Advances in Consumer Research Volume 48 | 2020

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