Picture of scraped petri dish

Scrape below the surface of Strathprints...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Explore world class Open Access research by researchers at Strathclyde, a leading technological university.

Explore

Tribal mattering spaces : social-networking sites, celebrity affiliations, and tribal innovations

Hamilton, K.L. and Hewer, P.A. (2010) Tribal mattering spaces : social-networking sites, celebrity affiliations, and tribal innovations. Journal of Marketing Management, 26 (3-4). pp. 271-289. ISSN 0267-257X

Full text not available in this repository. (Request a copy from the Strathclyde author)

Abstract

In this paper, we explore the opportunities and possibilities of Web 2.0 through the theoretical lens of tribes and fandom, arguing that social-networking sites centring on iconic celebrities provide a rich context to explore notions of tribal identities and their forms of interaction, connectivity, and creativity. Employing what we term a Netnographic Imagination, we seek to explore the nature and character of this tribal context to provide insights into the tribal mattering spaces that are constructed around celebrity brands. Our analysis highlights the passions and enthusiasms within such emotional communities and the investments they make in celebrity brands, along with the forms of critique they construct around their associated marketing practices. Finally, we draw attention to the tribal innovations that emerge from the sense of togetherness and belonging made explicit through such tribal affiliations.