We’re not deviant, you are! How consumption communities neutralize accusations of deviance

Cocker, Hayley, Mardon, Rebecca ORCID: https://orcid.org/0000-0002-4199-7121 and Daunt, Kate ORCID: https://orcid.org/0000-0002-6741-4924 2024. We’re not deviant, you are! How consumption communities neutralize accusations of deviance. Presented at: AM2024: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit, Cardiff, UK, 1 - 4 July 2024. Academy Of Marketing Conference 2024 Paper Proceedings. Academy of Marketing, pp. 254-255.

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Abstract

We draw from a netnographic study of a prominent influencer gossip forum and use neutralisation theory to examine how community members collectively justify and sustain their involvement in consumption communities that are routinely accused of being deviant. Our study contributes to the literature on consumption community conflict and continuity by revealing how community members contribute to community continuity by collectively neutralising accusations of deviance from external sources that threaten to destabilise the community.

Item Type:	Conference or Workshop Item (Paper)
Date Type:	Published Online
Status:	Published
Schools:	Business (Including Economics)
Additional Information:	Proceedings Abstract
Publisher:	Academy of Marketing
ISBN:	978-1-3999-9060-8
Date of Acceptance:	2024
Last Modified:	15 Jul 2024 14:38
URI:	https://orca.cardiff.ac.uk/id/eprint/170369

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