Consumption communities. Critical review and theoretical implications
(A2024-119566)

AUTHORS

Daniele Dalli, University of Pisa

ABSTRACT

Since the mid-'90s, consumption collectives were defined as forms of social aggregations that depend on the consumerist nature of the practices and relationships they undergo and are referred to as consumption communities (CC). The first and most cited theorizations of CCs were sub-cultures of consumption (Schouten & McAlexander, 1995), consumer tribes (Cova, 1997; Cova & Cova, 2001), and brand communities (Muñiz & O'Guinn, 2001). Since the beginning of the 2000s, a growing body of literature developed from these initial theorizations. Depending on digitalization, the advent of social networks, and consumer empowerment, among other factors, the theorization of CCs also evolved. In this paper, I will review this literature to describe how CCs have been theorized over the last 20 years. This contributes to a more effective exploitation of the potential contributions of this literature, primarily grounded in marketing and consumer research, in a broader theoretical domain.