The internet allows users to share opinions and recommendations in the type of forum is "Consumption Communities."
<h3>What is Consumption Communities?</h3>
A consumption community is a group of consumers who are interested in the same consumption activity and/or ideology.
The community can be organized by the consumers themself, by a company or a brand, or by a third party with an interest.
Some key features regarding the Consumption Communities are-
- Previous research on consumption communities, on the other hand, suggests that managing those is difficult, if not inconceivable, because societies are self-directed and comprise equal, autonomous actors.
- The idea of consumption community, initially proposed by historian Daniel Boorstin, asserts that in today's high-mobility society, people look not only to their neighborhood for feelings of community, but also to the communality of their consumption behavior (like; drinking same brand of beer).
- The concept was tested across borders by administering a newly developed psychological sense of community (PSC) scale to adults in Belgium and the United States. The findings back up the Boorstin hypothesis.
To know more about the Consumers, here
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