'The Passion of the Consumer'
(2012) BUSN29 20121Department of Business Administration
- Abstract
- Abstract
Title ‘The passion of the consumer’
Seminar date 30/5- 2012
Course BUSN29 Master thesis
Author Forat Al Haider
Advisor Ulf Elg
Keywords Community, Culture capital, Identity, Social links, CCT
Thesis purpose
The main aim with this research is to contribute to influential
and decisive theory within the lines of Consumer behaviour and identity by applying various Consumer Culture theories. This research is set to examine and explore the underlying sociocultural causes and needs for the consumers to engage in the sport of football and what the consumer aims to derive by entering the social worlds of various communities.
Methodology
This research has its departure in the field of CCT which promotes the use of a certain... (More) - Abstract
Title ‘The passion of the consumer’
Seminar date 30/5- 2012
Course BUSN29 Master thesis
Author Forat Al Haider
Advisor Ulf Elg
Keywords Community, Culture capital, Identity, Social links, CCT
Thesis purpose
The main aim with this research is to contribute to influential
and decisive theory within the lines of Consumer behaviour and identity by applying various Consumer Culture theories. This research is set to examine and explore the underlying sociocultural causes and needs for the consumers to engage in the sport of football and what the consumer aims to derive by entering the social worlds of various communities.
Methodology
This research has its departure in the field of CCT which promotes the use of a certain philosophy, strategy and methods which allows this study to grasp and define comprehensive insights collected. This study will use a mix-method.
Theoretical perspective
The theoretical framework is divided in two sections. The first aims to bring a greater understanding of postmodernity and how this led to Consumer Culture theory which allows us to explore sociocultural dynamics that drives consumption. The second perspective explores the major theoretical concepts derived from the CCT applied on The passion of the consumer as these explore how consumers form social solidarity.
Empirical data
This study has gathered data from a ‘mix-method triangulation’ where a quantitative web-survey is set to facilitate the qualitative methods of netnography, participant observation in Madrid, Spain and seven deep qualitative sessions with participants from all over the world
Conclusion
The individual has a strong desire to extend his personality to
identify himself with a community. This promotes social ties where they incorporate cultural practices to gain social currency which transforms into status. The individual identity and the community’s familiar identity are later on cohered into one superior identity in all cultural spheres. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/2737220
- author
- Al Haider, Forat LU
- supervisor
- organization
- alternative title
- Understanding the sociocultural dynamics that drives consumers' establishment of cultural communities & social ties
- course
- BUSN29 20121
- year
- 2012
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Community, Culture capital, Identity, Social links, CCT
- language
- English
- id
- 2737220
- date added to LUP
- 2012-06-21 11:06:13
- date last changed
- 2012-06-21 11:06:13
@misc{2737220, abstract = {{Abstract Title ‘The passion of the consumer’ Seminar date 30/5- 2012 Course BUSN29 Master thesis Author Forat Al Haider Advisor Ulf Elg Keywords Community, Culture capital, Identity, Social links, CCT Thesis purpose The main aim with this research is to contribute to influential and decisive theory within the lines of Consumer behaviour and identity by applying various Consumer Culture theories. This research is set to examine and explore the underlying sociocultural causes and needs for the consumers to engage in the sport of football and what the consumer aims to derive by entering the social worlds of various communities. Methodology This research has its departure in the field of CCT which promotes the use of a certain philosophy, strategy and methods which allows this study to grasp and define comprehensive insights collected. This study will use a mix-method. Theoretical perspective The theoretical framework is divided in two sections. The first aims to bring a greater understanding of postmodernity and how this led to Consumer Culture theory which allows us to explore sociocultural dynamics that drives consumption. The second perspective explores the major theoretical concepts derived from the CCT applied on The passion of the consumer as these explore how consumers form social solidarity. Empirical data This study has gathered data from a ‘mix-method triangulation’ where a quantitative web-survey is set to facilitate the qualitative methods of netnography, participant observation in Madrid, Spain and seven deep qualitative sessions with participants from all over the world Conclusion The individual has a strong desire to extend his personality to identify himself with a community. This promotes social ties where they incorporate cultural practices to gain social currency which transforms into status. The individual identity and the community’s familiar identity are later on cohered into one superior identity in all cultural spheres.}}, author = {{Al Haider, Forat}}, language = {{eng}}, note = {{Student Paper}}, title = {{'The Passion of the Consumer'}}, year = {{2012}}, }