The Digital Tribal Communities of Irish Teenage Males and their impact on Brand Consumption

Gahan, Irene (2014) The Digital Tribal Communities of Irish Teenage Males and their impact on Brand Consumption. Masters thesis, Dublin, National College of Ireland.

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Abstract

The goal of this study is to explore the impact digital channels has on the consumer behaviour of adolescence males. To explore what influence digital has over their purchasing decision and to what extent their belonging to ‘digital tribal communities’ has on their consumer behaviour choices.
Never before has any group of teenagers had access to information, communication and entertainment at their fingertips 24/7. They have never known not having this unfettered access to instant comment, opinion and reviews. My intention is to examine the literature around consumer behaviour of Irish teenage males in the context of the brands that play a role in helping them identify themselves individually or as part of a ‘tribe and keep them digitally connected.

By identifying some of the major products that help with the construct of self-identity, eight teenagers were interviewed in respect to the brands that they considered ‘their’ brands and how they were influenced to select these from ‘evoked sets’. They relayed how they ‘found these brands and to what extend digital had an influence in these choices particularly where ‘tribes where involved’.

Keywords; tribes, digital marketing, brand consumption, teenagers

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing > e Marketing
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Claire Wallnutt
Date Deposited:	15 Nov 2014 11:35
Last Modified:	15 Nov 2014 11:36
URI:	https://norma.ncirl.ie/id/eprint/1774

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