Exploring the Specificities of Online Luxury Brand Communities: An Ingratiation Theory Perspective

Marina Leban; Ben  Voyer

Exploring the Specificities of Online Luxury Brand Communities: An Ingratiation Theory Perspective

Publikation: Bidrag til bog/antologi/rapport › Konferencebidrag i proceedings › Forskning › peer review

Abstract

This study draws from ingratiation theory to investigate the specificity of online luxury brand communities, using an observational netnography. We analyze and discuss the diverging strategies held by low and high power community members, and the role played by flattery in maintaining and gaining status in the community.

Originalsprog	Engelsk
Titel	Advances in Consumer Research : Volume 43
Redaktører	Kristin Diehl, Carolyn Yoon, Duluth
Antal sider	5
Publikationsdato	2015
Sider	379-383
Status	Udgivet - 2015
Udgivet eksternt	Ja

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https://www.acrwebsite.org/volumes/1019786/volumes/v43/NA-43Licens: Ikke-specificeret

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Citationsformater

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title = "Exploring the Specificities of Online Luxury Brand Communities: An Ingratiation Theory Perspective",

abstract = "This study draws from ingratiation theory to investigate the specificity of online luxury brand communities, using an observational netnography. We analyze and discuss the diverging strategies held by low and high power community members, and the role played by flattery in maintaining and gaining status in the community.",

author = "Marina Leban and Ben Voyer",

year = "2015",

language = "English",

pages = "379--383",

editor = "Diehl, {Kristin } and Yoon, {Carolyn } and Duluth",

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AB - This study draws from ingratiation theory to investigate the specificity of online luxury brand communities, using an observational netnography. We analyze and discuss the diverging strategies held by low and high power community members, and the role played by flattery in maintaining and gaining status in the community.

M3 - Article in proceedings

SP - 379

EP - 383

BT - Advances in Consumer Research

A2 - Diehl, Kristin

A2 - Yoon, Carolyn

A2 - , Duluth

ER -