Conference Proceedings

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Daiane Scaraboto, Robert Kozinets

Association for Consumer Research | Published : 2011


Although his meaning transfer model has been widely critiqued for its static qualities, McCracken’s (1989) descriptions of culture-inaction leave no doubt as to the infinitely co-creative potentialities of consumers and their communities. Schouten and McAlexander (1995) recognized the creative activity of consumer “subcultures” and their importance to the marketing function of contemporary business. Kozinets (1996) described and argued for the importance of the intensely productive and communal activities emerging online, and explicitly theorized the marketing implications of the “creative activity” of online communities and its influence on word-of-mouth and promotions (Kozinets 1999). Pr..

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