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Keywords: Consumer identity
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Journal Articles
Qualitative Market Research: An International Journal (2025) 28 (5): 965–986.
Published: 09 October 2025
... Motherhood TikTok Consumerism Consumer ideology Crunchy moms Consumer identity The aim of this article is to explore how activist subcultures negotiate ideological market systems through their consumer practices. Contextually, we studied a highly influential motherhood subculture on TikTok...
Includes: Supplementary data
