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

Morgan Bryant Reeder, Janée N. Burkhalter and Natalie T. Wood
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Morgan Bryant Reeder: Department of Marketing, Ervian K. Haub School of Business, Saint Joseph’s University, USA
Janée N. Burkhalter: Office of the Provost, USA
Natalie T. Wood: Department of Marketing, Ervian K. Haub School of Business, USA

Journal of Digital & Social Media Marketing, 2022, vol. 10, issue 2, 159-172

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.

Keywords: brand community; television; social media; social commerce; social customer journey; social identity theory (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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