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

Article


Hassan, Mahmud and Hassan, Rumman. 2020. "Who says waiting is boring? How consumer narratives within online communities help reduce stress while waiting." Spanish Journal of Marketing. 24 (3), pp. 403-424. https://doi.org/10.1108/SJME-01-2020-0010
Article Title

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

Article CategoryArticle
AuthorsHassan, Mahmud (Author) and Hassan, Rumman (Author)
Journal TitleSpanish Journal of Marketing
Journal Citation24 (3), pp. 403-424
Number of Pages21
Year2020
Place of PublicationSpain
Digital Object Identifier (DOI)https://doi.org/10.1108/SJME-01-2020-0010
Web Address (URL)https://www.emerald.com/insight/content/doi/10.1108/SJME-01-2020-0010/full/pdf?title=who-says-waiting-is-boring-how-consumer-narratives-within-online-communities-help-reduce-stress-while-waiting
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 behaviours. This resulted in 91 pages of data, with 438 individual comments and 179 distinct threads.

Findings – The data revealed that members of the sampled FBC exercised waiting behaviour.The authors confirm that waiting for a product is associated with both negative outcomes(frustration, boredom, etc.), but positive ones (create stronger ties with the brand and fellow members, etc.). Members of the FBC exhibited reduced consumer anxiety and stress during the waiting period.

Research limitations/implications – This study found 13 waiting behaviours within the FBC and supports the idea that new value-creating behaviours are noticed within the context of FBCs.

Originality/value – This study focuses on waiting within a goods-based context(waiting to be served has been examined predominantly within the service sector). The study explored the behaviours of consumers who use social media to complain about extended waiting periods to receive the product along with other consumer reactions to these waiting crowds to reduce the emotional pain associated with such delays.

KeywordsFacebook, online communities, waiting time, consumer narratives, netnographic approach
Contains Sensitive ContentDoes not contain sensitive content
ANZSRC Field of Research 2020350699. Marketing not elsewhere classified
Byline AffiliationsUniversity of Queensland
School of Management and Enterprise
Institution of OriginUniversity of Southern Queensland
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