Close Knit: Using Consumption Communities to Overcome Loneliness

Máire O Sullivan

doi:10.1108/EJM-02-2019-0145

Close Knit: Using Consumption Communities to Overcome Loneliness

Máire O Sullivan

Business School

Research output: Contribution to journal › Article (journal) › peer-review

14 Citations (Scopus)

266 Downloads (Pure)

Abstract

This paper highlights the role of consumption communities as a self-help support group to ameliorate loneliness. We suggest that the self-help element of consumption communities has been overlooked due to a focus on communities pursuing hegemonic masculinity. Instead, we focus on a female-led and -dominated consumption community.

Original language	English
Pages (from-to)	2825
Number of pages	2848
Journal	European Journal of Marketing
Volume	54
Issue number	11
Early online date	16 Jul 2020
DOIs	https://doi.org/10.1108/EJM-02-2019-0145
Publication status	E-pub ahead of print - 16 Jul 2020

Keywords

consumption communities
consumer identity
self-help
loneliness
social support

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10.1108/EJM-02-2019-0145

Close Knit Using Consumption Communities to Overcome LonelinessAccepted author manuscript, 598 KBLicence: CC BY-NC

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AB - This paper highlights the role of consumption communities as a self-help support group to ameliorate loneliness. We suggest that the self-help element of consumption communities has been overlooked due to a focus on communities pursuing hegemonic masculinity. Instead, we focus on a female-led and -dominated consumption community.

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Close Knit: Using Consumption Communities to Overcome Loneliness

Abstract

Keywords

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