A New Approach in Marketing: Tribal (Community) Marketing

Yıl 2018, Cilt: 21 Sayı: 40, 437 - 456, 15.12.2018

Sevilay Uslu Divanoğlu

https://doi.org/10.31795/baunsobed.492472

Cited By: 3

Öz

The concepts of
postmodern marketing have gradually rising in importance recently, and “Tribal
Marketing” which has an important place among these concepts has started to be
indispensable in business life. It could be said that there have been groups
which people saw as tribe and influenced their behaviors in any moment of human
history from primitive man to nowadays, while the first thing coming to mind is
how modern man adopted the sense of tribe. Tangible tribes in traditional views
have giving way to modern and more intangible ones. People may feel that their belong
to many communities or tribes and sometimes these relevant communities or
tribes may influence their behaviors. Particularly the social media makes these
interaction groups into more intangible ones recently and people can connect
with these groups more strongly. People have to communicate for connecting each
others consciously or unconsciously. Individuals share their information,
emotion and opinions in this process of communication. It’s regarded that
individual’s sharing within groups to which he/she belongs reflects
himself/herself. Such that, the individual’s way of expressing himself/herself
within relevant groups is indexed to article he/she consumes. In this paper,
the concept of tribal marketing which is a new marketing strategy and its effects
on consumption will be discussed theoretically.

Anahtar Kelimeler

Tribal Marketing, Consumer Behaviour, Linking Value

PAZARLAMADA YENİ BİR YAKLAŞIM: KABİLE (TOPLULUK) PAZARLAMASI

Öz

Son yıllarda giderek önemini arttıran post modern
pazarlama kavramları arasında önemli bir yer edinen “Tribal Marketing” ya da
Türkçe’ye çevirisi ile “Topluluk/Kabile Pazarlaması”, iş hayatının
vazgeçilmezleri arasında olmaya başlamıştır. İlk olarak modern insanın kabile
anlayışını nasıl benimsediği sorusu akla gelmekle birlikte, insanların kabile
ya da topluluk olarak gördükleri ve davranışlarını etkileyen gruplardan ilk
insandan günümüze kadar geçen her an söz edilebilir. Geleneksel eski
zamanlardaki fiziki kabilelerin yerini modern ve daha soyut kabileler almaya
başlamıştır. İnsanlar kendilerini birden fazla topluluk ya da kabilenin ferdi
olarak hissedebilmekte, bazen bu grupların ikisi ya da fazlası tüketimleri
üzerinde etkili olabilmektedir. Özellikle son zamanlarda sosyal medya da bu
etkileşim gruplarını daha soyut ancak daha güçlü bağ kurulabilen bir hale
dönüştürmektedir. Bireyler başkalarıyla bağ kurabilmek için bilinçli ya da
bilinçsiz olarak iletişim kurmak zorundadır. Bireyler bu iletişim sürecinde
bilgi, duygu ve düşüncelerini de paylaşmaktadır. Bireyin içinde bulunduğu
topluluk içerisinde yaptığı paylaşımların bireyin kendisini yansıttığı
düşünülmektedir. Hatta bireyin aidiyet hissettiği topluluk içerisindeki
tükettikleri onun kendini ifade biçimi olmaktadır. Bu çalışmada yeni bir
pazarlama stratejisi olan kabile pazarlaması kavramı ve bu kavramın tüketim ile
ilişkisi kavramsal açıdan ele alınmaktadır.

Anahtar Kelimeler

Kabile Pazarlaması, Tüketici Davranışı, Bağlantı Değeri

Kaynakça

• Ashforth, B. Mael, F. (1989), Social İdentity Theory And The Organisation. Academy of Management Review, 14(1), 20-30. Bakır, U. Çelik, M. (2013). Tüketim Toplumuna Eleştirel Bir Yaklaşım: Kültür Bozumu ve Yıkıcı Reklamlar. Selçuk İletişim Dergisi, 7(4), 46-63. Brown, S. (1993). Postmodern marketing. European Journal of Marketing, 27 (4), 19-34. Canıford, R. (2011). How to manage customer tribes. Journal of Strategic Marketing, 19 (7), 591-606. Cleo, M., Imrıe, B.C. (2011). Consumer tribes: Membership consumption and building loyality. Asia Pasific Journal of Marketing and Logistics, 23 (1), 39-56. Combs, R.M. (2017). Exploring Winery Operation as a Diversification Option for Native American Tribal Enterprises. 05.04.2018 tarihinde http://scholarworks.uark.edu/cgi/viewcontent.cgi?article=3501&context=etd internet adresinden erişilmiştir. Cooper, S., Mcloughın, D., Keatıng, A. (2005). Individual and neo-tribal consumption: Tales from the Simpsons of Springfield. Journal of Consumer Behavior, 4 (5), 330-344. Costa, J. A. (1995). Contemporary Marketing And Consumer Behavior: An Anthropologial Sourcebook. The Social Organizations Of Consumer Behavior In Sherry, J.F. Cova, B. & White, T. (2010). Counter-brand and Alter-Brand Communities: The Impact of Web 2.0 on Tribal Marketing Approaches. Journal of Marketing Management, 26(3), 256-270. Cova, B. (1996). The Postmodern Explained To Managers: Implications For Marketing. Business Horizons, 39 (6), 15-24. Cova, B. (1997). Community and consumption: Towards a definition of ‘linking value’ of product or service. European Journal of Marketing, 31 (3/4), 297-316. Cova, B. Pace, S. Park, D.J. (2007). Global Brand Communities Across Borders: The Warhammer Case. International Marketing Review, 24 (3), 313-329. Cova, B., Cova V. (2001). Tribal aspects of postmodern consumption research: The case of French in-line roller skaters. Journal of Consumer Behaviors,1 (1), 67-76. Cova, B., Cova V. (2002). Tribal marketing, the tribalisation of society and its impact on the conduct of marketing. European Journal of Marketing, 3 (5/6), 595-620. Cova, B., Pace, S. (2006). “ Brand community of convenience products: New forms of customer empowerment-the case “my Nutella the community. European Journal of Marketing, 40 (9) 1087-1105. Dionísio, P. Leal, C. Moutinho, L. (2008). A Phenomenological Research Study on Sports Fandom in Portugal: A Comparative Study of Surfing and Football. Journal of Euromarketing, 17 (3/4). 233-253. Dutton, J.E. Dukerıch, J.M. Harqual, C.V. (1994). Organisational images and member Identification. Administrative Science Quarterly, 39, 239-263. Fırat, F. A., Dholakıa, N., Venkatesh, A. (1995). Marketing in a postmodern World. European Journal of Marketing, 29 (1), 40-56. Fırat, F. A., Shulz C. J. (1997). From segmentation to fragmentation: Markets and marketing strategy in the postmodern era. European Journal of Marketing, 31 (3/4), 183- 207. Gomez, A. & Acebron. L.C. (2001). Postmodern Approaches İn Business‐To‐Business Marketing And Marketing Research. Journal of Business & Industrial Marketing 16(1), 7-20 Goulding C. & Shankar, A. & Cannıford, R. (2013). Learning to be Tribal: Facilitating the Formation of Consumer Tribes., European Journal of Marketing, 47(5), 813-832. Goulding, C., Shankar, A., & Elliott, R. (2002). Working Weeks, Rave Weekends: Identity Fragmentation And The Emergence Of New Communities. Consumption, Markets and Culture, 5, 261–284. Goulding, C., Shankar, A., Elliott, R., & Cannıford, R. (2009). The Marketplace Management Of İllicit Pleasure. Journal of Consumer Research, 35, 759–771. Greenacre, L. Freeman L. Donald, M. (2013). Contrasting Social Network And Tribal Theories: An Applied Perspective. Journal of Business Research, 66, 948-954. Gronroos, C. (2006), On Defining Marketing: Finding A New Roadmap For Marketing. Marketing Theory, 6(4), 395-417. Gwınner, K. Swanson, S. (2003). A Model Of Fan İdentification: Antecedents And Sponsorship Outcomes. Journal of Services Marketing, 17(3), 275-294. Helyar, R. (2007). Youth culture uncut: youth tribes 2007. Young Consumers, 8 (2), 101-107. Jehn, K.A. Northcraft, G.B. Neale, M.A. (1999). Why Differences Make A Difference: A Study Of Diversity, Conflict And Performance Workgroups. Administrative Science Quarterly, 44, 741-763. Jurısıc, B. Azevedo, A. 2011. Building Customer–Brand Relationships İn The Mobile Communications Market: The Role Of Brand Tribalism And Brand Reputation. Journal of Brand Management 18(4/5), 349-366. Kelleher, C. Whalley, A. Helkkula. A. (2011). Collaborative Value Co-Creation İn Crowd-Sourced Online Communities – Acknowledging And Resolving Competing Commercial And Communal Orientations. Research In Consumer Behavior. 1-18. Kozinets, R.V. (1999), E-tribalized marketing? The Strategic İmplications Of Virtual Communities Of Consumption. European Management Journal, 17(3), 252-64. Maffesoli, M., (1996). The Time of the Tribes: The Decline of Individualism in Mass Society. Sage Publications, London. Meır, R. Scott, D. (2007). Tribalism: Definition, İdentification And Relevance To The Marketing Of Professional Sports Franchises. International Journal of Sports Marketing and Sponsorship, 8(4), 43-59. Mitchell, C. & Imrie, B.C. (2011). Consumer Tribes: Membership, Consumption And Building Loyalty. Asia Pacific Journal of Marketing and Logistics, 23(1), 39-56. Nar, M.Ş. (2015). Küreselleşmenin Tüketim Kültürü Üzerindeki Etkisi: Teknoloji Tüketimi. Uluslararası Sosyal Araştırmalar Dergisi, 8(37), 941-954. Nuttall, P. & Arnold, S. & Carless, L. & Crockford, L. & Finnamore, K. & Frazier, R. & Hill, A. (2011). Understanding music consumption through a tribal lens. Journal of Retailing and Consumer Services, 18(2), 152-159. Ostergaard, P. Jantzen, C. (2000). Shifting Perspectives In Consumer Research: From Buyer Behavior To Consumption Studies. in Beckmann, S. Elliott, R. H. (Eds). Interpretive Consumer Research: Paradigms, Methodologies and Applications. CBS Press. Copenhagen. 9-23. Özbölük, T. (2015). Postmodernizm Bağlamında Kabilenin Yeniden Keşfi: Postmodern Tüketici Kabileleri. Hacettepe Üniversitesi, Sosyolojik Araştırmalar E-Dergi,1304-2823. Özdemir, B. (2016). Post Modern Pazarlama Nedir. 02.03.2015 tarihinde https://prezi.com/fc0hsk85zrpq/post-modern-pazarlama-nedir/ internet adresinden erişilmiştir. Papatya, N. Özdemir Ş. (2012), Hazcı Tüketim Davranışları ve Televizyon Programlarını İzleme Eğilimleri Arasındaki İlişki: Süleyman Demirel Üniversitesi Öğrencileri Üzerine Bir Araştırma. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 26(3-4). 161-183. Pathak X & Pathak, M. (2017). Sentiment Analysis Of Virtual Brand Communities For Effective Tribal Marketing. Journal of Research in Interactive Marketing, 11(1), 16-38. Rokka, J. (2010). Netnographic İnquiry And New Translocal Sites Of The Social. International Journal of Consumer Studies, 34(4), 381-387. Rozenberga, L., & Silko, L. (2005). Application of Tribal Marketing in Latvia: The Case of Snowboarders. Rigas Ekonomikas augstskola. Veloutsou, C. Moutinho, L. (2009). Brand Relationships Through Brand Reputation And Brand Tribalism. Journal of Business Research, 62(3), 314-322. Yeygel, S. (2006). Postmodern Toplumsal Yapının Pazarlamaya Getirdiği Yeni Boyut: Topluluk Pazarlaması (Tribal Marketing). Bilig Dergisi, 38, 197-227. Zıllman, D. Byrant, J. Sapolsky, N. (1989). Enjoyment From Sports Spectatorship, Sports. Games and Play. 241-278.