How do online communities transform the well-being of women in a developing country?

Abouseif, Mariam and Cocker, Hayley and Malone, Sheila (2023) How do online communities transform the well-being of women in a developing country? In: Academy of Marketing Conference, 2023-07-032023-07-06, University of Birmingham. (Unpublished)

Abstract

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