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‘Scandal’, wine and shopping: The social customer journey for the Camille 23-oz. wine glass
This paper explores social commerce and the customer journey within an entertainment-based brand community. With a focus on the television programme ‘Scandal’, the study refers to Twitter posts and product reviews to explore the sensation surrounding Crate & Barrel’s Camille 23-oz. long-stem wine glass. Using social identity theory as a lens, the study finds that customers are influenced by ‘travelling companions’ who are also part of the same brand community as they move through the consumer journey. Positive community associations, reinforced by a key aspirational programme character, stay with consumers’ product perception throughout their journey, and may help mitigate negative product experiences and increase consumer post-purchase satisfaction.
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Morgan Bryant Reeder is an assistant professor of marketing at the Haub School of Business at Saint Joseph’s University, where she teaches marketing research, marketing analytics and the principles of marketing at the undergraduate and graduate level. Her research focuses on social commerce, at the intersection of social media and consumer purchasing behaviour, as well as diversity, equity and inclusion. Prior to her career in academia she gained extensive professional experience in consumer market research and strategic decision analysis with various Fortune 500 companies and government agencies.
Janée N. Burkhalter is Associate Professor of Marketing at Saint Joseph’s University. Dr Burkhalter teaches and researches at the intersection of entertainment, marketing strategy and social media. She is a marketing scholar, educator and strategist with practical experience in social media, communications, financial services, church planting and entrepreneurship. Her work has appeared in such journals as Journal of Advertising, Journal of Marketing Communications and Business Horizons. She is also co-editor of the book, ‘Maximizing Commerce and Marketing Strategies through Micro-Blogging’.
Natalie T. Wood is Associate Dean and Professor of Marketing at Saint Joseph’s University. Dr Wood teaches, researches and has extensive experience in corporate training and consulting in marketing, social media and consumer behaviour. Her work in the area of social media focuses on word of mouth, advertising and influencer marketing. She is a co-author of ‘#Share: How to Mobilize Social Word of Mouth (sWOM)’, ‘Virtual Social Identity and Consumer Behavior’ and ‘Maximizing Commerce and Marketing Strategies through Micro-Blogging’.
CitationReeder, Morgan Bryant, Burkhalter, Janée N. and Wood, Natalie T. (2022, September 1). ‘Scandal’, wine and shopping: The social customer journey for the Camille 23-oz. wine glass. In the Journal of Digital & Social Media Marketing, Volume 10, Issue 2.