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