Document Type



Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence


Business and Management.

Publication Details

Journal of Marketing Management


Much consumption-related activity online is outside of what is understood traditionally as community and is via user-generated content (UGC), of which blogs and YouTube channels in particular dominate in the beauty sphere. Community of practice (CoP) theory from social learning and organisation studies offers an alternative way to understand these consumption-based UGC practices. This study combines data from 25 interviews with bloggers and YouTubers and their blog posts and videos. Among these UGC creators we find mutual engagement, shared repertoires and joint enterprise. This paper theorises consumption-based UGC creators as a CoP and contributes insights for mangers as to how to engage with them as practitioners and learners.


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Marketing Commons