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Musical Identity Online: A "Netnographic" Perspective of Online Communities
Strubel, Jessica,Pookulangara, Sanjukta,Murray, Amber The Korean Society of Costume 2013 International journal of costume and fashion Vol.13 No.2
Today's technology enables consumers to trade millions of dollars, conduct online banking, access entertainment, and do countless other activities at the click of a button. Online social networks (OSN) have become a cultural phenomenon that allows for individualistic consumerism. Consumers are increasingly utilizing OSN to share ideas, build communities, and contact fellow consumers who are similar to themselves. The relevance of online communities to the music is immense especially because musicians are now using social media to build global audiences. Not only is information about music and performance disseminated online, but musical commodities are sold and traded online. Online music communities allow consumers to elect and create new identities online through the purchase of subcultural commodities. Given the growing economic importance of online music communities it is important to get a holistic view of subcultural communities online. This study utilized content analysis of online music community websites using the Netnography methodology as developed by Kozinet for data collection to analyze consumers' purchasing and consumption behavior of subcultural commodities online as related to the formation of subcultural identities. Findings showed that subcultural items are predominantly purchased online, especially digital music, and there is a need for more custom craft items. The authors presented a new conceptual taxonomy of online subcultural consumer classifications based on online behavior patterns.
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Jessica Strubel,Sanjukta Pookulangara,Amber Murray 한국복식학회 2013 International journal of costume and fashion Vol.13 No.2
Today`s technology enables consumers to trade millions of dollars, conduct online banking, access entertainment, and do countless other activities at the click of a button. Online social networks (OSN) have become a cultural phenomenon that allows for individualistic consumerism. Consumers are increasingly utilizing OSN to share ideas, build communities, and contact fellow consumers who are similar to themselves. The relevance of online communities to the music is immense especially because musicians are now using social media to build global audiences. Not only is information about music and performance disseminated online, but musical commodities are sold and traded online. Online music communities allow consumers to elect and create new identities online through the purchase of subcultural commodities. Given the growing economic importance of online music communities it is important to get a holistic view of subcultural communities online. This study utilized content analysis of online music community websites using the Netnography methodology as developed by Kozinet for data collection to analyze consumers` purchasing and consumption behavior of subcultural commodities online as related to the formation of subcultural identities. Findings showed that subcultural items are predominantly purchased online, especially digital music, and there is a need for more custom craft items. The authors presented a new conceptual taxonomy of online subcultural consumer classifications based on online behavior patterns.
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THE IMPACT OF LUXURY BRAND ATTRIBUTES ON CARIBBEAN AND AFRICAN-AMERICAN CONSUMERS
Giselle C. Greenidge,Jessica Strubel 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
In 2010, there were approximately 38.9 million Black Americans residing in the U.S. (Waters, Kasinitz, & Asad, 2014). Caribbean and African-Americans do engage in luxury shopping (Forbes, 2013). A three part theoretical framework has been developed to present this research, including spatial diffusion theory, conspicuous consumption theory, and the Value Chain model. Although there is a vast amount of information on luxury attributes, there is a gap in research surrounding this topic in relation to ethnic groups such as Caribbean and African-American consumers. Hence, the purpose of the study is to examine the impact of luxury brand attributes on Caribbean and African-American consumers. The specific objectives of this study were to identify the main attributes of luxury goods and services; to examine these main attributes and compare Caribbean and African-American consumers; and to study the impact of those attributes on purchase intentions and word-of-mouth on purchase decisions. The study surveyed 440 consumers and interviewed 8 individuals. Participants were West Indians residing in the U.S. and in the Caribbean, and African-Americans residing in the U.S. between the ages of 18 and 64. The data was then analyzed using SPSS. A total of eight (8) interviews were conducted (7 females and 1 male). The consumers ranged from ages 20 to 33. Questions covered the following topics: demographics, lifestyle, sources of appearance, shopping patterns and preferences, and dress and appearance preferences. Texts within the interviews were coded and Cohen’s kappa was also conducted to establish reliability. The main criterion when shopping was style. There were significant differences between Ethnicity and the following: having favorite brands while shopping (Χ2 = 37.741, p = .000); whether or not the respondents’ favorite brands were high fashion (Χ2 = 19.123, p = .000); whether or not respondents liked wearing expensive clothing and/or accessories (Χ2 = 21.200, p = .000); feeling the need to invest in luxury apparel (Χ2 = 20.836, p = .000); respondents thinking that wearing luxury products convey success or accomplishment (Χ2 = 40.936, p = .000); and imitating the way celebrities dress (Χ2 = 37.006, p = .000). The survey revealed that respondents consulted family members, friends, and co-workers for fashion advice. The findings of this study support previous literature in relation to the main attributes of luxury goods. Conspicuous consumption theory explains the behavior of these consumers who may be trying to display their wealth by purchasing expensive items. Word-of-mouth played a significant role in the purchase decisions of both consumer groups. For Caribbean consumers, the main criteria were style and quality, whereas for African-Americans, the main criteria were style and price. Limitations and implications of the study are discussed.
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