A23C581 - Consumer Behavior, web course, 21.01.2019-01.03.2019
This course space end date is set to 01.03.2019 Search Courses: A23C581
Group assignment 1
This week your task is to analyze a virtual community of consumption.
First, read Chapters 10-12 in the course textbook.
Chapter 10: Group influence and opinion leadership
Chapter 11: European family structures, household decision-making and age cohorts
Chapter 12: Income and social class
Then, read the article by Kozinets (2002). I recommend you also use the updated piece on netnography (Kozinets 2015) as a reference, where appropriate, but there is no need to read the whole piece.
Once you've familiarized yourself with the material, find a virtual community (see the definition in the text book) that you wish to focus on in the assignment. You are free to choose any online community that interests you. The community does not have to function only online. Use the article by Kozinets (2002) as help when getting to know the virtual community you have chosen. Based on the readings and your observations in the community, answer the following questions:
1. Describe the virtual community you have chosen
2. Analyze the community as a reference group (keywords: reference group, conformity, opinion leadership, WOM)
3. How is the virtual community relevant to marketers? (keywords: marketing research, consumption community)
In completing the assignment, use relevant concepts and theories presented in the readings.
The assignment (10-15 pages, minimum 5000 words) should consist of:
-A cover sheet with the names and student numbers of the group
-An executive summary with the main points of the paper
-A contents page
-The main paper
-References
Submit the assignment by Sunday February 10th at 23.59. If you have any questions, please post them in the Group Discussion forum!