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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Cite this
O Sullivan, M. (Accepted/In press). Close Knit: Using Consumption Communities to Overcome Loneliness. European Journal of Marketing.