The Transformative Impact of Online Communities on the Wellbeing of Women in a Developing Country

Abouseif, Mariam and Malone, Sheila and Cocker, Hayley (2022) The Transformative Impact of Online Communities on the Wellbeing of Women in a Developing Country. In: Consumer Culture Theory Conference, 2022-07-07 - 2022-07-09, Oregon State University + Virtual Gather Town Event.

Abstract

This study explores how online consumption communities impact women’s wellbeing in a developing and conservative country like Egypt. It draws on the literature on consumption communities, gender within consumer research and wellbeing; under the umbrella of transformative consumer research. The research employs a netnographic approach as well as in-depth interviews.