Cocker, Hayley and Mardon, Rebecca and Daunt, Kate (2024) We’re Not Deviant, You Are! How Consumption Communities Neutralise Accusations of Deviance. In: Academy of Marketing Conference, 2024-07-01 - 2024-07-04, Cardiff Business School. (Unpublished)
Full text not available from this repository.Abstract
We draw from a netnographic study of a prominent influencer gossip forum and use neutralisation theory to examine how community members collectively justify and sustain their involvement in consumption communities that are routinely accused of being deviant. Our study contributes to the literature on consumption community conflict and continuity by revealing how community members contribute to community continuity by collectively neutralising accusations of deviance from external sources that threaten to destabilise the community.