Bartering as a Form of Resilience During COVID-19: Case Study of Barter for Better Fiji Facebook Page

Finau, Glen; Kant, Romitesh

doi:10.1007/978-981-16-2948-8_11

Cited by 2 publications

(1 citation statement)

References 14 publications

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“…In the marketing literature, it has been suggested that value exchange practices tend to emerge within specific ecological time frames to address particular needs or wants (Easton and Araujo, 1994) and shifting resource-control combinations (Hill and Sharma, 2020), and disappear when no longer needed or applicable (Lusch, 2017). However, it has also been suggested that some of these value exchange practices are path-dependent (Layton and Duffy, 2018) and so continue to rely on ‘old ways’ through ‘new means’ to exchange (Finua and Kant, 2022; Finau and Scobie, 2022). These suggestions are supported by many anthropological and ethnographic studies showing that traditional value exchange practices (e.g.…”

Section: Introductionmentioning

confidence: 99%

Leveraging an ‘economy of kindness’ through non-monetary value exchange to improve community well-being

Saunders,

Truong

2023

Marketing Theory

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Our research study investigates how expressions and acts of kindness are leveraged through non-monetary value exchange practices to improve individual and community well-being when money was scarce. A qualitative netnographic study was conducted to examine the non-monetary value exchange practices amongst members of the Barter for Better Fiji platform. Data were collected through online observation and participation, conversational interviews, and archival and netnographic methods. The interpretation of the data revealed that Barter for Better Fiji members leveraged an ‘economy of kindness’ through three non-monetary value exchange practices (i.e. bartering, near-money exchange and donating) to improve individual and community well-being. The marketing theory and practice implications of leveraging expressions and acts of kindness through value exchange practices are discussed.

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