Dijital Kabile Kültüründe Satın Alma Davranışını Etkileyen Grup Dinamiklerini Anlamaya Yönelik Netnografik Bir Araştırma
A Netnographic Research to Understand Group Dynamics Affecting Purchasing Behavior in Digital Tribe Culture

Summary/Abstract: Purpose – The increasingly digitalized world also involves marketing in many aspects. Virtual communities that connect to each other with different values, produce a common culture and determine the purchasing choices of individuals are one of these aspects. These groups are the solution for consumers who are not satisfied with the timeless, spaceless, discrete, cold face of online shopping. Some consumers, both rational and unwilling to move away from human nature, participate in virtual communities for shopping. Design/methodology/approach – In order to realize this aim, two theories were used to establish both the conceptual framework and the research model. This research established Turkey's most widely used social network on Facebook, independent of any brand, it was carried out on a shopping community in the cooperation. This research was carried out on a shopping community based on cooperation, independent of any brand, established on Facebook the most widely used social network in Turkey. The research is an exploratory study and netnography method which is one of the qualitative research methods is used in this study.

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