Understanding Identity Transformation Through Cultural Product Consumption

This paper explores the process of consumer identity transformation in online communities. We conduct a longitudinal netnographic study of moderators in South Korean pop culture online communities. We demonstrate that through consuming cultural products, consumers undergo three phases of identity evolution: construction and alignment, transformation, and reconstruction and reinforcement.


Chooi Ling Chong, Vicki Little, Vimala Kunchamboo, and Christina Kwai Choi Lee (2020) ,"Understanding Identity Transformation Through Cultural Product Consumption", 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: 38-42.


Chooi Ling Chong, Monash University, Malaysia
Vicki Little, Monash University, Malaysia
Vimala Kunchamboo, Monash University, Malaysia
Christina Kwai Choi Lee, Federation University


NA - Advances in Consumer Research Volume 48 | 2020

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