Social Media Magnetism and Marketplace Pilgrimage

In this study, we develop the concept of social media magnetism to theorize the mysterious and quintessential quality of popular Instagramable space in attracting followers. Pious consumers wait for hours for a spot in these places and share experiences. We study such marketplace pilgrimage and the simulation of consumer deceleration



Citation:

Haibo Xue and Xin Zhao (2020) ,"Social Media Magnetism and Marketplace Pilgrimage", 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: 320-321.

Authors

Haibo Xue, East China Normal University
Xin Zhao, Lancaster University, UK



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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