Consumer Tribes and Communities Stephan Dahl

Why does technology get adopted?

Social Media Which social needs does social media fulfil? What is the perceived usefulness? –Self-portrayal –Keeping people ‘updated’ –Connecting with existing friends –Finding new friends What is the link between consumption and social behaviours?

Rethinking Consumption From a narrow focus of exchange –Purchase-focused –Simple, but ignores consumer involvement To a broader focus of consumption –Extends experience beyond the purchase –Focuses on consumer involvement and consumer experience –Consumer is actively shaping the experience

Consumer Culture Theory Emerged during the 1980s, though rooted in the 1960s/70s Four stages of consumption: 1.Preconsumption stage 2.Purchasing Stage 3.Core Consumption Stage 4.Remembered Consumption Stage

Social Context Rise of individualism Loss of norms and social coherence Individuals need to seek alternative social arrangements Subcultures emerge as a way of belonging

Subcultures Historically away from the mainstream But increasingly the mainstream Subcultures of consumption: subculture like groups, defined by common consumption patterns

(Neo-)Tribes Maffesoli describes ‘tribal behaviours’ Fluid membership Three functions: 1.Sharing of functional knowledge 2.Place of social bonding 3.Creation of collective rules

Tribes challenge Marketing Concepts Tribe members not clearly defined Often heterogenous members in other aspects Interconnected Active Different to ‘segments’ – although often confused