Close Knit: Using Consumption Communities to Overcome Loneliness

Máire O Sullivan

Close Knit: Using Consumption Communities to Overcome Loneliness

Máire O Sullivan

Business School

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

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
Journal	European Journal of Marketing
Publication status	Accepted/In press - 11 Jun 2020

Keywords

consumption communities
consumer identity
self-help
loneliness
social support

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title = "Close Knit: Using Consumption Communities to Overcome Loneliness",

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.",

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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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