Beauty bloggers and YouTubers as a community of practice

Valerie Gannon · Andrea Prothero

104 citations0/0 files storedJournal of Marketing Management

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Digital Marketing and Social Media Media and Digital Communication Knowledge Management and Sharing

Abstract

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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1994Situated Learning: Legitimate Peripheral Participation.1991Situated Learning 1999Communities of practice learning, meaning, and identity 1998Communities of Practice 2002Qualitative research & evaluation methods 2000Communities of Practice and Social Learning Systems 2001Brand Community 2024Interpreting Qualitative Data

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