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.
|Journal||European Journal of Marketing|
|Publication status||Accepted/In press - 11 Jun 2020|
- consumption communities
- consumer identity
- social support