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- Title
PAZARLAMADA YENİ BİR YAKLAŞIM: KABİLE (TOPLULUK) PAZARLAMASI.
- Authors
USLU DİVANOĞLU, Sevilay
- Abstract
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.
- Publication
Balikesir University Journal of Social Sciences Institute, 2018, Vol 21, Issue 40, p437
- ISSN
1301-5265
- Publication type
Article
- DOI
10.31795/baunsobed.492472