Index of Paper Presentations for the Parallel Sessions - Academy of ...

QuickTime and adecompressorare needed to see this picture.QuickTime and adecompressorare needed to see this picture.Thediscussionsbetween consumer related to content that is appreciative, critical or offers suggestions about it relates to consumingas an experience metaphor (Holt, 1995) where the object of consumption is autotelic, without much interpersonalactions. Our results provide support for evaluation and appreciation within the ―consuming as experience‖ metaphor.While literature also talks about accounting that takes place, if the ―sense-making‖ task is complex and requires a lotof information, accounting becomes a significant aspect of consumption. However due to the orientation of the brand(entertainment and music), we did not find accounting in our analysis of the conversation of members in the threadsindicating that the task for community members is not complex for fundamental content. The discussion of brandcommunity members unrelated to the object of consumption i.e. the video put by MTV India is high on interpersonalactions whereas serving little instrumental purpose. This is related to consuming as play where consumption objectsused as resources to interact with fellow members.5.1.2 Life contentLife related content consists of general saying, humorous quotes that have little association with the contentproduced by brand. These posts mostly include a text based or an image appended by a textual updated. Whilecomparing it with fundamental content, the general nature of posts by the brand is relatively lower on mediarichness.