A New Approach in Marketing: Tribal (Community) Marketing

Year 2018, Volume: 21 Issue: 40, 437 - 456, 15.12.2018

Sevilay Uslu Divanoğlu

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

Cited By: 2

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.

Keywords

Tribal Marketing, Consumer Behaviour, Linking Value

PAZARLAMADA YENİ BİR YAKLAŞIM: KABİLE (TOPLULUK) PAZARLAMASI

Abstract

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.

Keywords

Kabile Pazarlaması, Tüketici Davranışı, Bağlantı Değeri

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