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Staring: How Facebook Facilitates the Breaking of Social Norms

Research in Consumer Behavior

ISBN: 978-1-78052-116-9, eISBN: 978-1-78052-117-6

ISSN: 0885-2111

Publication date: 7 November 2011

Abstract

Originality – Although much literature has looked at the role of online environments in identity formation, very little has looked at the role of online engagement as a means to specifically break with offline social norms. This research also highlights the growing trend of seeking information that elicits a sensation of Schadenfreude for the viewer. Further research should look to see how other forms of behaviour would elicit similar feelings of Schadenfreude and what implications this has on consumer culture.

Keywords

Citation

Veer, E. (2011), "Staring: How Facebook Facilitates the Breaking of Social Norms", Belk, R.W., Grayson, K., Muñiz, A.M. and Jensen Schau, H. (Ed.) Research in Consumer Behavior (Research in Consumer Behavior, Vol. 13), Emerald Group Publishing Limited, Bingley, pp. 185-198. https://doi.org/10.1108/S0885-2111(2011)0000013014

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited