Contestations of entrepreneurship and marketing in creative maker tribes during Covid-19

Yau, Amy ORCID: https://orcid.org/0000-0002-8782-0102 2020. Contestations of entrepreneurship and marketing in creative maker tribes during Covid-19. Presented at: ACR Conference 2020, Virtual, 01-04 October 2020. NA - Advances in Consumer Research. , vol.48 The Association for Consumer Research, p. 1229.

Full text not available from this repository.

Abstract

The ethnographic study explores the narratives of becoming and being a creative maker entrepreneur and how the makers imbue themselves as brands to start and develop their business. It explores how makers create offline and online commercial communities and tribes with other makers and consumers in the mass-market dominated marketplace.

Item Type:	Conference or Workshop Item (Paper)
Status:	Published
Schools:	Business (Including Economics)
Publisher:	The Association for Consumer Research
Last Modified:	09 Nov 2022 11:30
URI:	https://orca.cardiff.ac.uk/id/eprint/143604

Actions (repository staff only)

Edit Item