Assembling tribes An assemblage thinking approach to the dynamics of ephemerality within consumer tribes

• Published in: European journal of marketing Vol. 54; no. 5; pp. 999 - 1024
• Main Authors: Diaz Ruiz, Carlos A., Penaloza, Lisa, Holmqvist, Jonas
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Group Publishing Limited 07.03.2020
• Subjects: Consumers; Consumption; Fan fiction; Humanities and Social Sciences; Intellectual property; Music; Researchers; Short term
• ISSN: 0309-0566; 1758-7123
• DOI: 10.1108/EJM-08-2018-0565

PurposeThis paper aims to investigate the dynamics of ephemerality within consumer tribes by conceptualizing how tribes constitute, disperse and reconstitute. Building upon assemblage thinking, a philosophical approach that redistributes agency from the subject to a web of interconnected human–mater...