Close knit: using consumption communities to overcome loneliness
dc.contributor.author | OSullivan, Máire | |
dc.contributor.author | Richardson, Brendan | |
dc.date.accessioned | 2020-09-01T07:33:00Z | |
dc.date.available | 2020-09-01T07:33:00Z | |
dc.date.issued | 2020-07-16 | |
dc.date.updated | 2020-08-31T12:05:49Z | |
dc.description.abstract | Purpose: This paper aims to highlight the role of consumption communities as a self-help support group to ameliorate loneliness. The authors suggest that the self-help element of consumption communities has been overlooked because of a focus on communities pursuing hegemonic masculinity. Instead, the authors focus on a female-led and – dominated consumption community. Design/methodology/approach: A longitudinal ethnography was undertaken with the aim of understanding consumer behaviour in a “hyper-feminine” environment. Participant observation, depth interviews and netnography were carried out over five years within the Knitting community, focussing on an Irish Stitch ‘n’ Bitch group. Findings: A dimension of consumption communities has been overlooked in the extant literature; this female-led and -dominated community functions as a self-help support group used as a “treatment” for loneliness. It also demonstrates all the characteristics of a support group. Research limitations/implications: This study offers a framework with which new studies of community consumption can be examined or existing studies can be re-examined, through rather than cases of loneliness and self-help support groups. Practical implications: Marketers have an opportunity to build supportive consumption communities that provide a safe space for support where commerce and brand-building can also occur. Groups aimed at ameliorating loneliness may wish to consider integration of the consumption community model. Originality/value: Calls have been made for a reconceptualisation of consumption communities as current typologies seem inadequate. This paper responds with a critical examination through the lens of the self-help support group, while also taking steps towards resolving the gender imbalance in the consumption community literature. The paper explores loneliness, a previously underexamined motivator for consumption community membership. | en |
dc.description.status | Peer reviewed | en |
dc.description.version | Accepted Version | en |
dc.format.mimetype | application/pdf | en |
dc.identifier.citation | O Sullivan, M. and Richardson, B. (2020) 'Close knit: using consumption communities to overcome loneliness', European Journal of Marketing. doi: 10.1108/EJM-02-2019-0145 | en |
dc.identifier.doi | 10.1108/EJM-02-2019-0145 | en |
dc.identifier.issn | 0309-0566 | |
dc.identifier.journaltitle | European Journal of Marketing | en |
dc.identifier.uri | https://hdl.handle.net/10468/10421 | |
dc.language.iso | en | en |
dc.publisher | Emerald Publishing Limited | en |
dc.rights | © 2020, Emerald Publishing Limited. All rights reserved. | en |
dc.subject | Consumer identity | en |
dc.subject | Consumption communities | en |
dc.subject | Loneliness | en |
dc.subject | Self-help | en |
dc.subject | Social support | en |
dc.title | Close knit: using consumption communities to overcome loneliness | en |
dc.type | Article (peer-reviewed) | en |
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