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Neotribalism, also known as modern tribalism or new tribalism, is a sociological concept which postulates that human beings have evolved to live in tribal society, as opposed to mass society, and thus will naturally form social networks constituting new tribes.
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COBRA (consumers' online brand related activities) is a theoretical framework related to understanding consumer's behavioural engagement with brands on social media. COBRA in literature is defined as a “set of brand-related online activities on the part of the consumer that vary in the degree to which the consumer interacts with social media and engages in the consumption, contribution, and creation of media content”. (Schivinski, Christodoulides, & Dabrowski, 2016, p. 66).
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Online brand defense is a concept in consumer behavior. It refers to the situation where a consumer defends a brand against criticisms on online platforms. The reason why a consumer does this varies. It might be due to attachment to the brand. It could also be due to belief in the brand's high product quality leading to the perception that the criticisms are unjustified.
References
- ↑ Goulding, Christina; Shankar, Avi; Canniford, Robin (2013-01-01). "Learning to be tribal: facilitating the formation of consumer tribes". European Journal of Marketing. 47 (5/6): 813–832. doi:10.1108/03090561311306886. ISSN 0309-0566.
- 1 2 Diaz Ruiz, Carlos A.; Penaloza, Lisa; Holmqvist, Jonas (January 1, 2020). "Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes". European Journal of Marketing. 54 (5): 999–1024. doi:10.1108/EJM-08-2018-0565. S2CID 216399732 – via Emerald Insight.
- ↑ Cova, Bernard; Cova, Véronique (2002-01-01). "Tribal marketing: The tribalisation of society and its impact on the conduct of marketing". European Journal of Marketing. 36 (5/6): 595–620. doi:10.1108/03090560210423023. ISSN 0309-0566.
- ↑ Canniford, Robin (2011-12-01). "How to manage consumer tribes". Journal of Strategic Marketing. 19 (7): 591–606. doi:10.1080/0965254X.2011.599496. ISSN 0965-254X. S2CID 167613824.
- ↑ Kozinets, Robert V. & Jay M. Handelman (2004) “Adversaries of Consumption: Consumer Movements, Activism, Ideology,” Journal of Consumer Research, 31 (3), 691-704.