This week we are looking at the consumer microenvironment, including topics such as group influence, family, and social class. For the group assignment, your task will be to focus on a virtual community of your choice and get to understand how theories of the consumer microenvironment can be observed in the group's functioning.
Chapter 10: Group influence and opinion leadership
Chapter 11: European family structures, household decision-making and age cohorts
Chapter 12: Income and social class
Kozinets (2002), The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, Vol. 39(1).
Optional: Kozinets (2015): Netnography Redefined
Please find the instructions for the first group assignment behind the link below. Deadline for the assignment is midnight on the 18th of November.