Tribal marketing

Abstract

This paper presents an alternative, “Latin” vision of our societies. Here the urgent societal issue is not to celebrate freedom from social constraints, but to re‐establish communal embeddedness. The citizen of 2002 is less interested in the objects of consumption than in the social links and identities that come with them. This Latin view holds that people like to gather together in tribes and that such social, proximate communities are more affective and influential on people’s behaviour than either marketing institutions or other “formal” cultural authorities. There is also an element of resistance and re‐appropriation in the acts of being, gathering and experiencing together. This view of the shared experience of tribes sets it apart from both Northern notions of segmented markets and one‐to‐one relationships. In this Latin view, the effective marketing of 2002 and beyond is not to accept and exploit consumers in their contemporary individualisation, as Northern approaches might. Rather the future of marketing is in offering and supporting a renewed sense of community. Marketing becomes tribal marketing. In a marketing profession challenged by the Internet phenomenon, tribal marketing is by no means just another passing fad but a Trojan horse to induce companies to take on board the re‐emergence of the quest for community.

Constituição de uma Comunidade Virtual de Marca no Lançamento de Novo Produto

“…O fórum torna-se, assim, um organismo vivo e interativo, modificador e mutante, que leva os informantes a modificarem-se, transformando também o valor da oferta, antes mesmo do seu lançamento. Nesse sentido, a internet se mostra como espaço no qual e ferramenta com a qual os consumidores são capazes de colaborar e coproduzir o valor de ligação da marca (Cova & Cova, 2002), não apenas reforçando o discurso da empresa, mas gerando suas próprias interpretações de significado.…”

Decoding the XXI Century's Marketing Shift: An Agency Theory Framework

“…A fundamental paradigm shift occurred in XXI century marketing, moving it from modern positivism to postmodern constructivism [1][2][3][4][5]. This has occurred as a conceptual shift that redefines the nature of customer, value creation, product, and market, and their relationship.…”

The Wisdom of e-crowds: Can Masses Create Value?

“…When it comes to Internet-mediated groups, researchers have instead focused on well-established and long-term oriented collectives like virtual communities [Watson, 1997;McAlexander, Schouten, Koenig, 2002;Valck, van Bruggen, Wierenga, 2009] or tribes [Kozinets, 1999;Cova, Cova, 2002;Mitchel, Imrie, 2011]. According to Russ, e-crowds (or, as he calls them, online crowds) "gather virtually, behave and act collectively and produce effects and phenomena which would not be possible without the Internet" [Russ, 2007, p. 65].…”