Bibliog
There are currently three separate bibliographies available here. They are divided, roughly, by topic.
All citations dealing specifically with brand communities are listed here.
One of the basic assumptions in my research is that, in these postmodern times, consumers assemble their identity, in part, by associating themselves with brands and products that are consonant with their self image.
To understand the interactions of consumers in online communities I have attempted to map their conversations. I have relied on a combination of qualitative and quantitative methods. Among these are netnography, text analysis, and social network analysis.
Current Reading
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