A spontaneous digital tribe formed around an innovative brand: Case study of the “Club Tesla France” Facebook group
Type de matériel :
TexteLangue : français Détails de publication : 2021.
Sujet(s) : Ressources en ligne : Abrégé : This paper uses tribal marketing to understand the relationships between members of a spontaneous group built around an innovative brand. In addition, it aims to explain the relationships between members of the group and the brand. Finally, it considers connections between members and the public at large. This research takes the form of a case study of the “Club Tesla France” Facebook group.
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This paper uses tribal marketing to understand the relationships between members of a spontaneous group built around an innovative brand. In addition, it aims to explain the relationships between members of the group and the brand. Finally, it considers connections between members and the public at large. This research takes the form of a case study of the “Club Tesla France” Facebook group.
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