Hostile Consumption Communities: Unwelcoming New Consumers
Conflict is rife within consumption communities, yet little is known about how this shapes the beginnings of the consumer journey. This study illustrates how hostile communities shape new consumer experiences and the tensions that arise. For new consumers, parasocial relationships with online mentors emerge as an important coping practice.
Citation:
Clarice Huston, Angela Cruz, and Eloise Zoppos (2021) ,"Hostile Consumption Communities: Unwelcoming New Consumers", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 325-326.
Authors
Clarice Huston, Monash University
Angela Cruz, Monash University
Eloise Zoppos, Monash University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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