Online Consumption Communities: An Introduction

ABSTRACT Online consumption communities play a significant role in the life of many consumers. These communities remove temporal and spacial boundaries, allowing consumers to convene online to connect over a shared consumption interest anytime and from anywhere. The objective of this special issue i...

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Bibliographic Details
Published in:Psychology & marketing 2015-03, Vol.32 (3), p.235-239
Main Authors: Stokburger-Sauer, Nicola E., Wiertz, Caroline
Format: Article
Language:English
Subjects:
Consumption
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Summary:ABSTRACT Online consumption communities play a significant role in the life of many consumers. These communities remove temporal and spacial boundaries, allowing consumers to convene online to connect over a shared consumption interest anytime and from anywhere. The objective of this special issue is to advance our understanding of online consumption communities and stimulate future research in this exciting research domain. Eight papers are included that present cutting‐edge research exploring three issues: (1) governance and conflict management in online consumption communities, (2) implications of community membership for individual and societal well‐being, and (3) drivers of community success under different ownership structures. In this introductory editorial, each of the papers and its contribution is briefly overviewed.
ISSN:0742-6046
1520-6793
DOI:10.1002/mar.20776