Exploring consumptive moments of value-creating practice in online community

Hartmann, B. J., Wiertz, C. & Arnould, E. J. (2015). Exploring consumptive moments of value-creating practice in online community. Psychology and Marketing, 32(3), pp. 319-340. doi: 10.1002/mar.20782

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Conceptual blind spots persist when it comes to understanding the value of consumptive dimensions of participation, such as lurking, in online community. This article uses a practice-theoretical lens to conceptualize the consumptive moments of online community practices and explores how they shape different value outcomes. Building on a mixed-method investigation through two studies within an online gardening community, findings reveal two specific consumptive moments, direct and vicarious, and their differential role in the creation of community engagement and vitality. These findings suggest that lurking is not adequately described as a unidimensional construct, but is best understood as vicarious consumptive moments of specific online community practices with distinctive value outcomes. Implications for research on online consumption community are discussed.

Item Type: Article
Additional Information: This is the accepted version of the following article: Hartmann, B. J., Wiertz, C. and Arnould, E. J. (2015), Exploring Consumptive Moments of Value-Creating Practice in Online Community. Psychol. Mark., 32: 319–340, which has been published in final form at http://dx.doi.org/10.1002/mar.20782
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HT Communities. Classes. Races
Divisions: Cass Business School > Faculty of Management
URI: http://openaccess.city.ac.uk/id/eprint/6767

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