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Research output: Contribution to conference - Without ISBN/ISSN › Conference paper › peer-review
Research output: Contribution to conference - Without ISBN/ISSN › Conference paper › peer-review
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TY - CONF
T1 - We’re Not Deviant, You Are! How Consumption Communities Neutralise Accusations of Deviance
AU - Cocker, Hayley
AU - Mardon, Rebecca
AU - Daunt, Kate
PY - 2024/7/2
Y1 - 2024/7/2
N2 - We draw from a netnographic study of a prominent influencer gossip forum and use neutralisation theory to examine how community members collectively justify and sustain their involvement in consumption communities that are routinely accused of being deviant. Our study contributes to the literature on consumption community conflict and continuity by revealing how community members contribute to community continuity by collectively neutralising accusations of deviance from external sources that threaten to destabilise the community.
AB - We draw from a netnographic study of a prominent influencer gossip forum and use neutralisation theory to examine how community members collectively justify and sustain their involvement in consumption communities that are routinely accused of being deviant. Our study contributes to the literature on consumption community conflict and continuity by revealing how community members contribute to community continuity by collectively neutralising accusations of deviance from external sources that threaten to destabilise the community.
M3 - Conference paper
T2 - Academy of Marketing Conference
Y2 - 1 July 2024 through 4 July 2024
ER -