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Published byJessie Roberts Modified over 9 years ago
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Consumer Tribes and Communities Stephan Dahl
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Why does technology get adopted?
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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?
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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
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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
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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
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Subcultures Historically away from the mainstream But increasingly the mainstream Subcultures of consumption: subculture like groups, defined by common consumption patterns
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(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
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Tribes challenge Marketing Concepts Tribe members not clearly defined Often heterogenous members in other aspects Interconnected Active Different to ‘segments’ – although often confused
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