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‘Scandal’, wine and shopping: The social customer journey for the Camille 23-oz. wine glass

Author

Listed:
  • Reeder, Morgan Bryant

    (Department of Marketing, Ervian K. Haub School of Business, Saint Joseph’s University, USA)

  • Burkhalter, Janée N.

    (Office of the Provost, USA)

  • Wood, Natalie T.

    (Department of Marketing, Ervian K. Haub School of Business, USA)

Abstract

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.

Suggested Citation

  • Reeder, Morgan Bryant & Burkhalter, Janée N. & Wood, Natalie T., 2022. "‘Scandal’, wine and shopping: The social customer journey for the Camille 23-oz. wine glass," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 10(2), pages 159-172, September.
    • Handle: RePEc:aza:jdsmm0:y:2022:v:10:i:2:p:159-172
    as

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    More about this item

    Keywords

    brand community; television; social media; social commerce; social customer journey; social identity theory;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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