PAZARLAMADA YENİ BİR YAKLAŞIM: KABİLE (TOPLULUK) PAZARLAMASI

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.

A New Approach in Marketing: Tribal (Community) Marketing

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,

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