Close Knit: Using Consumption Communities to Overcome Loneliness

Máire O Sullivan

Research output: Contribution to journalArticle

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 languageEnglish
JournalEuropean Journal of Marketing
Publication statusAccepted/In press - 11 Jun 2020

Keywords

  • consumption communities
  • consumer identity
  • self-help
  • loneliness
  • social support

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