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The Rise of Dupe Culture: A Qualitative Study on the Construction of an Emergent Digital Consumer Culture

Sinnerdal, Tilde LU and Adwani, Alexandra LU (2024) BUSN39 20241
Department of Business Administration
Abstract
Thesis Purpose: This thesis aims to explore the construction and dynamics of 'dupe culture'
as an emergent digital consumer culture, examining its implications for brand authenticity,
consumer identity, and branding within the digital age.
Theoretical perspective: The study takes on a consumer culture perspective, using the
Circuit of Culture (Du Gay et al. 1997) and insights from scholars within Consumer Culture
Theory (CCT) to analyze the cultural and social dynamics shaping a digital consumer culture.
Methodology & Empirical data: Adopting a qualitative research approach, this study
conducts semi-structured interviews with Gen Z consumers who actively participate in dupe
culture. This method facilitates an in-depth exploration... (More)
Thesis Purpose: This thesis aims to explore the construction and dynamics of 'dupe culture'
as an emergent digital consumer culture, examining its implications for brand authenticity,
consumer identity, and branding within the digital age.
Theoretical perspective: The study takes on a consumer culture perspective, using the
Circuit of Culture (Du Gay et al. 1997) and insights from scholars within Consumer Culture
Theory (CCT) to analyze the cultural and social dynamics shaping a digital consumer culture.
Methodology & Empirical data: Adopting a qualitative research approach, this study
conducts semi-structured interviews with Gen Z consumers who actively participate in dupe
culture. This method facilitates an in-depth exploration of personal experiences and
perspectives within this consumer culture.
Findings & Conclusions: The dupe culture was found to be constructed and reproduced
through social media. Furthermore, dupe culture was found to be a countercultural movement
to brands, through informed consumption habits, a disregard for brands and logos and an
evolving notion of brand authenticity.
Implications: This study examines an emerging digital consumer culture, with results
contributing to cultural theory and counterfeit literature by exploring the dupe culture in its
digital context. This thesis opens for further research in digital consumer cultures, brand
authenticity and branding. (Less)
Please use this url to cite or link to this publication:
author
Sinnerdal, Tilde LU and Adwani, Alexandra LU
supervisor
organization
course
BUSN39 20241
year
type
H1 - Master's Degree (One Year)
subject
keywords
Digital Consumer Culture, Authenticity, Counterfeits, Social Media, Consumer Culture Theory (CCT), Circuit of Culture, Dupe Culture
language
English
id
9164594
date added to LUP
2024-06-25 13:25:58
date last changed
2024-06-25 13:25:58
@misc{9164594,
  abstract     = {{Thesis Purpose: This thesis aims to explore the construction and dynamics of 'dupe culture'
as an emergent digital consumer culture, examining its implications for brand authenticity,
consumer identity, and branding within the digital age.
Theoretical perspective: The study takes on a consumer culture perspective, using the
Circuit of Culture (Du Gay et al. 1997) and insights from scholars within Consumer Culture
Theory (CCT) to analyze the cultural and social dynamics shaping a digital consumer culture.
Methodology & Empirical data: Adopting a qualitative research approach, this study
conducts semi-structured interviews with Gen Z consumers who actively participate in dupe
culture. This method facilitates an in-depth exploration of personal experiences and
perspectives within this consumer culture.
Findings & Conclusions: The dupe culture was found to be constructed and reproduced
through social media. Furthermore, dupe culture was found to be a countercultural movement
to brands, through informed consumption habits, a disregard for brands and logos and an
evolving notion of brand authenticity.
Implications: This study examines an emerging digital consumer culture, with results
contributing to cultural theory and counterfeit literature by exploring the dupe culture in its
digital context. This thesis opens for further research in digital consumer cultures, brand
authenticity and branding.}},
  author       = {{Sinnerdal, Tilde and Adwani, Alexandra}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Rise of Dupe Culture: A Qualitative Study on the Construction of an Emergent Digital Consumer Culture}},
  year         = {{2024}},
}