Index

A

Actor–network theory, 52
Altruism, 49–50
Ask.fm, 25
Audience, 15

B

Balance theory, 59–60
Blogs/blogging, 21–22
Brand tribes, 86–87

C

Co-creation, 16–18, 21, 44, 50–52
Cognitive dissonance, 59–60
Collaboration, 42–43
Community(ies)
heterogeneous, 52, 54, 66, 140–142
and self, 103–107
transcendent, 50–52
Company–community identifications, 47–48
Connected customer lifetime value (CCLV), 57
Consciousness, shared, 112
Consumer characteristics, 56–59
Consumer–community identifications, 47–48
Consumer culture theory, 83–84
Consumer socialization, 56
Consumption values, 55–56
Conversation, 42–43
Crowd-based power, 18–19
Cultural dimensions theory, 79–80
Culture, 79
importance of, 79–81
Customer acquisition, ...

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