Who says waiting is boring? How consumer narratives within online communities help reduce stress while waiting

Volume: 24, Issue: 3, Pages: 403 - 424
Published: Nov 25, 2020
Abstract
Purpose Waiting is associated with pain and stress that leads to frustration. However, consumer narratives may help cope with the stress associated with such waiting. This study aims to understand consumer waiting behaviours within online communities. Design/methodology/approach Data was gathered following a netnographic approach from a Facebook brand community (FBC) by downloading and archiving the threads related to members’ waiting...
Paper Details
Title
Who says waiting is boring? How consumer narratives within online communities help reduce stress while waiting
Published Date
Nov 25, 2020
Volume
24
Issue
3
Pages
403 - 424
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