Nil Özçaæglar-Toulouse, Univ Lille SKEMA Business School, FranceDiego Rinallo, Kedge Business School, Marseilles, FranceRussell W. Belk, York University, Toronto, ON, Canada

Drawn from the 11th Annual Consumer Culture Theory Conference, held in Lille, France, in July 2016, the 12 papers in this volume present research in consumer culture theory. Business, marketing, and management scholars from around the world discuss the application of French theory or revolutionary values to the shift from consumers to cultural intermediaries in the emerging Chinese fine wine market, the consumption phenomenon of home exchange, girls and gender inequality in gaming, the object agency of horses and horsemeat, and housing for help; issues related to consumer activism and sustainability, including refugee helpers, the role of subcultural activism in mainstream markets, public brand auditing in online networks, fandoms, and marketing and the existentialization of sustainability; and the digital revolution in terms of curatorial practices of consumers as collectors on YouTube and capturing and analyzing social media data like Instagram selfies.

• Consumer Culture Theory: Vive La RévolutionPresidential address PART I: THE FRENCH REVOLUTION: LIBERTÉ, FRATERNITÉ, EGALITÉShifting The Focus From Consumers To Cultural Intermediaries: An Example From The Emerging Chinese Fine Wine Market - Jennifer Smith Maguire and Dunfu ZhangStepping Into Strangers' Homes: Exploring The Consumption Phenomenon Of Home Exchange - Andrea Tonner, Kathy Hamilton and Paul HewerGamer Girls: Navigating A Subculture Of Gender Inequality - Robert L. Harrison, Jenna Drenten and Nicholas PendarvisObject Agency Of A Living/Non-Living Animal Entity: The Case Of Horse/Horsemeat - Henna Syrjälä, Minna-Maarit Jaskari and Hanna Leipämaa-LeskinenCultural Challenges Of Social-Economic Innovation: The Case Of “Housing For Help” - Domen Bajde and Lydia OttlewskiPART II: REVOLUTIONIZING THE MARKET: CONSUMER ACTIVISM AND SUSTAINABILITYCreating A Hyper-Place: How Refugee Helpers Create A Place For Their Values - Johanna F. GollnhoferThe Role Of Subcultural Activism In The Reshaping Of Mainstream Markets: From Positive To Negative Associations - Benjamin Rosenthal and Flavia CardosoPublic Brand Auditing: A Pathway To Brand Accountability - Sabrina Gabl, Verena E. Wieser and Andrea HemetsbergerBeyond The Market: The Societal Influence Of Fandoms - Gregorio FuschilloDying To Consume: Marketing And The Existentialization Of Sustainability - Thomas Derek Robinson and Jessica Andrea ChelekisPART III: THE DIGITAL REVOLUTIONMaterials Matter: An Exploration Of The Curatorial Practices Of Consumers As Collectors - Daiane Scaraboto, Marcia Christina Ferreira and Emily ChungCapturing And Analyzing Social Media Composite Content: The Instagram Selfie - Toni Eagar and Stephen Dann

Nil Özçaæglar-Toulouse, Univ Lille SKEMA Business School, FranceDiego Rinallo, Kedge Business School, Marseilles, FranceRussell W. Belk, York University, Toronto, ON, Canada

Drawn from the 11th Annual Consumer Culture Theory Conference, held in Lille, France, in July 2016, the 12 papers in this volume present research in consumer culture theory. Business, marketing, and management scholars from around the world discuss the application of French theory or revolutionary values to the shift from consumers to cultural intermediaries in the emerging Chinese fine wine market, the consumption phenomenon of home exchange, girls and gender inequality in gaming, the object agency of horses and horsemeat, and housing for help; issues related to consumer activism and sustainability, including refugee helpers, the role of subcultural activism in mainstream markets, public brand auditing in online networks, fandoms, and marketing and the existentialization of sustainability; and the digital revolution in terms of curatorial practices of consumers as collectors on YouTube and capturing and analyzing social media data like Instagram selfies.

• Consumer Culture Theory: Vive La RévolutionPresidential address PART I: THE FRENCH REVOLUTION: LIBERTÉ, FRATERNITÉ, EGALITÉShifting The Focus From Consumers To Cultural Intermediaries: An Example From The Emerging Chinese Fine Wine Market - Jennifer Smith Maguire and Dunfu ZhangStepping Into Strangers' Homes: Exploring The Consumption Phenomenon Of Home Exchange - Andrea Tonner, Kathy Hamilton and Paul HewerGamer Girls: Navigating A Subculture Of Gender Inequality - Robert L. Harrison, Jenna Drenten and Nicholas PendarvisObject Agency Of A Living/Non-Living Animal Entity: The Case Of Horse/Horsemeat - Henna Syrjälä, Minna-Maarit Jaskari and Hanna Leipämaa-LeskinenCultural Challenges Of Social-Economic Innovation: The Case Of “Housing For Help” - Domen Bajde and Lydia OttlewskiPART II: REVOLUTIONIZING THE MARKET: CONSUMER ACTIVISM AND SUSTAINABILITYCreating A Hyper-Place: How Refugee Helpers Create A Place For Their Values - Johanna F. GollnhoferThe Role Of Subcultural Activism In The Reshaping Of Mainstream Markets: From Positive To Negative Associations - Benjamin Rosenthal and Flavia CardosoPublic Brand Auditing: A Pathway To Brand Accountability - Sabrina Gabl, Verena E. Wieser and Andrea HemetsbergerBeyond The Market: The Societal Influence Of Fandoms - Gregorio FuschilloDying To Consume: Marketing And The Existentialization Of Sustainability - Thomas Derek Robinson and Jessica Andrea ChelekisPART III: THE DIGITAL REVOLUTIONMaterials Matter: An Exploration Of The Curatorial Practices Of Consumers As Collectors - Daiane Scaraboto, Marcia Christina Ferreira and Emily ChungCapturing And Analyzing Social Media Composite Content: The Instagram Selfie - Toni Eagar and Stephen Dann

Nil Özçaæglar-Toulouse, Univ Lille SKEMA Business School, FranceDiego Rinallo, Kedge Business School, Marseilles, FranceRussell W. Belk, York University, Toronto, ON, Canada

Drawn from the 11th Annual Consumer Culture Theory Conference, held in Lille, France, in July 2016, the 12 papers in this volume present research in consumer culture theory. Business, marketing, and management scholars from around the world discuss the application of French theory or revolutionary values to the shift from consumers to cultural intermediaries in the emerging Chinese fine wine market, the consumption phenomenon of home exchange, girls and gender inequality in gaming, the object agency of horses and horsemeat, and housing for help; issues related to consumer activism and sustainability, including refugee helpers, the role of subcultural activism in mainstream markets, public brand auditing in online networks, fandoms, and marketing and the existentialization of sustainability; and the digital revolution in terms of curatorial practices of consumers as collectors on YouTube and capturing and analyzing social media data like Instagram selfies.

• Consumer Culture Theory: Vive La RévolutionPresidential address PART I: THE FRENCH REVOLUTION: LIBERTÉ, FRATERNITÉ, EGALITÉShifting The Focus From Consumers To Cultural Intermediaries: An Example From The Emerging Chinese Fine Wine Market - Jennifer Smith Maguire and Dunfu ZhangStepping Into Strangers' Homes: Exploring The Consumption Phenomenon Of Home Exchange - Andrea Tonner, Kathy Hamilton and Paul HewerGamer Girls: Navigating A Subculture Of Gender Inequality - Robert L. Harrison, Jenna Drenten and Nicholas PendarvisObject Agency Of A Living/Non-Living Animal Entity: The Case Of Horse/Horsemeat - Henna Syrjälä, Minna-Maarit Jaskari and Hanna Leipämaa-LeskinenCultural Challenges Of Social-Economic Innovation: The Case Of “Housing For Help” - Domen Bajde and Lydia OttlewskiPART II: REVOLUTIONIZING THE MARKET: CONSUMER ACTIVISM AND SUSTAINABILITYCreating A Hyper-Place: How Refugee Helpers Create A Place For Their Values - Johanna F. GollnhoferThe Role Of Subcultural Activism In The Reshaping Of Mainstream Markets: From Positive To Negative Associations - Benjamin Rosenthal and Flavia CardosoPublic Brand Auditing: A Pathway To Brand Accountability - Sabrina Gabl, Verena E. Wieser and Andrea HemetsbergerBeyond The Market: The Societal Influence Of Fandoms - Gregorio FuschilloDying To Consume: Marketing And The Existentialization Of Sustainability - Thomas Derek Robinson and Jessica Andrea ChelekisPART III: THE DIGITAL REVOLUTIONMaterials Matter: An Exploration Of The Curatorial Practices Of Consumers As Collectors - Daiane Scaraboto, Marcia Christina Ferreira and Emily ChungCapturing And Analyzing Social Media Composite Content: The Instagram Selfie - Toni Eagar and Stephen Dann