Introduction
Netnography is a research methodology that has been used since the late 1990s in order to study consumer marketing and behavior. “Netnography is a ‘new qualitative research methodology that adapts ethnographic research techniques to study the culture and communities that are emerging through computer-mediated communications’” (Sandlin, 2007, p. 289). Netnography is used to examine the behavior of consumers in relation to marketing. In the late 1990s, marketing research began to adapt and expand marketing ethnographic methods when it came to online formats, especially through how Kozinets defined ‘netnography’ (p. 289).
Netnography is the process of taking publicly available information through online forums to understand and identify the needs that influences the decisions online consumers make. Unlike other research techniques, netnography looks at consumers in their own environment that allows researchers to gain insight to the consumer’s natural behavior. Also, netnography does not require control groups or interviews. Netnography similarly captures the consumer in their natural environment providing researchers with naturally occurring behavior (Sandlin, 2007, p. 289).
Kozinet stated that there are at least five different steps when conducting netnography research. These steps “include (1) gaining ‘entrée’ into the culture r group one wants to investigate; (2) gathering and analyzing data; (3) ensuring trustworthiness of data interpretation; (4) conducting ethical research; and (5) member checking, or getting feedback from participants” (Sandlin, 2007, p. 289).
There are several online forums and blogs which allow a researcher to gain insight into a community. Furthermore “Besides perusing advertising and corporate Websites, consumers are using newsgroups, chat rooms, e-mail list servers, personal World Wide Web pages, and other online formats to share ideas, build communities, and contact fellow consumers who are seen as more objective information sources” (Kozinets, 2002). The following discusses Beverly Hills in regards to a consumption community by using netnography research techniques.
Role of consumption in creation of consumption community
“Consumption community research typically focuses on what unities, and is shared by, individuals in a community” (Thomas, Price & Schau, 2013, p. 1011). Consumption communities are generally compromised of consumers who share a similar commitment when it comes to class, activity, and brand or consumption ideology. This definition of consumption communities implies that privileges come along with what a person consumes. Also, it also implies that the individual has knowledge and access to brands, products and other resources. Communities also conduct collective belonging. Collective belonging refers to the degree that the community embraces togetherness and solidarity as part of their identity (p. 1011).
Consumption communities evolve over time through a process where evolving groups adapt and respond to the change within the community. Being part of these types of communities provides the individual with personal fulfillment. Generally, people want to be part of a community. “Communities provide members with a sense of continuity where ongoing practices (e.g., everyday interactions, routines, rituals, and communications) ensure the community is able to engage and legitimate members over time” (Thomas, Price & Schau, 2013, p. 1012). In other words, people gain a sense of belonging when they are part of a community. Furthermore, the community is viewed by social relationships that make the community meaningful to an individual.
There are several forums that made it evident that the sense of community is important when it comes to Beverly Hills. Their community forums revolve around the celebrities who reside throughout the area and any scandal or expensive item that is associated with those celebrities. There are also several forums on people wanting to become rich and famous. Obviously, the lifestyle of the rich and famous is desirable throughout the area.
The Beverly Hills magazine gives on insight into what is considered important throughout the area. The main areas of the catalog are business, beauty, fashion, and Hollywood. These sections are full of expensive beauty tips to keep women looking younger, as well as the latest information on the different celebrities. There are articles and discussions on what it’s like to live like a celebrity. There are also tips on how to live a fabulous lifestyle, including purchasing your own personal plane and how to deal with the paparazzi. Lastly, the magazine has a section designated towards the latest trends and money fads (Beverly Hills Magazine, 2014).
Identity within consumption communities
“Thus, having access to the collection of social and economic resources needed to enact community identities enhances belonging” (Thomas, Price & Schau, 2013, p. 1012). However, an individual can feel like they do not belong to a community if they cannot gain access to the resources necessary in that community. In this situation, it is not uncommon for individuals who cannot gain access to necessary resources for social reasons to leave the community. As a result, “an individual’s sense of belonging is inextricably entwined with the socially constructed practices and resources that shape community” (p. 1012).
For example, one study aimed to address the reason behind individual’s participating in environmentally friendly behaviors. This study led researchers to believe that the reasoning behind why people participate in environmentally friendly behaviors is not because they want what is best for our plant, but because of the social meaning behind the behavior. In other words “community and sense of community is used to guide exploration and identify principle-based consumption as a construct that can bind community members together in a way that motivate behaviors that benefit the social good” (DeVincenzo & Scammon, 2015, p. 143).
Similarly, Beverly Hills community events generally consist of extravagant events that are usually set up for a cause. For example, Angelina Jolie hosted a charity that used her jewelry line in order to benefit children. In the forum regarding the charity, people were more concerned with what Angelina Jolie wore to the outing rather than the charity itself. Thus, people were more interested in material items that Angelina Jolie had rather than the charity itself. Charities like these are very common throughout Beverly Hills. The majority of research that was conducted on Beverly Hills charities resulted with “Who wore it Best” instead of providing insight into the charity at hand (Topix, 2016). This shows the priorities and what is truly important throughout this community.
Symbolic meanings associated with consumption communities
A community is usually compromised of consumers, producers, and social economic resources. “Social resources are resources that take on an expressive role as symbols and sentiments used to build individual and social identities and communicate meaning to others, and economic resources are resources that take on material roles in the community such as objects, commercial, experiences, and monetary instruments” (Thomas, Price & Schau, 2013, p. 1011).
After conducting netnography research, it was discovered that the symbolic meaning that is associated with Beverly Hills is status people receive from their money or wealth. Though material items and fancy cars, individuals throughout Beverly Hills gain social identities that show their accessibility to economic and material resources. As a result, their social status is built. In Beverly Hills, the social resources consist of the individuals a person chooses to associate with. A social resources for one individual may be a celebrity. Economic resources, on the other hand, are resources such as fancy cars and big house. Things that have monetary value in order to show their status throughout the community.
Core values of the community
Different people have different motivations when it comes to staying or joining a community. The membership of that community must fit into their current lifestyle. The core values associated with a community depend on the individuals and social norms of that community. For Beverly Hills, the core values revolve around power, fame and money. One establishes a higher status throughout the community the more power, fame and money they have.
The core values of Beverly Hills has been the same for decades. The core value to the community is money and the more a person has, the more they fit within the community. These people are able to compete with one another throughout the community. Most individuals throughout Beverly Hills compete for a reputable status throughout the community. In one forum, it was discovered that money is one of the most important factors when it comes to this community (Healey, 2013).
The number one value that is socially accepted throughout Beverly Hills is the importance and desire when it comes to status. There are several things that impact one’s status: what car they drive, what house they live in, where they vacation, and how much money they have all impact on how someone ranks throughout society. The competitive individuals throughout the community want the highest rank they possibly can obtain. The idea of status is what influences the core values of Beverly Hills (Bennett, 1973, p. 72).
Access to consumption communities
The number one way to gain access to consumption communities is to have money. In Beverly Hills, it is very common for individuals to marry into money. As mentioned above, problems can arise when one does not fit into the ideas and social norms of a community, especially a consumption community. According to forums and other social media sites, it was discovered that Beverly Hills is so completive, people can be pushed out if they do not fit into the competitive atmosphere of the community (Topix, 2016).
Lastly, businesses and other economic organizations thrive in consumption communities. “These benefits include legitimacy, belonging, authenticity, increased sales and customer loyalty, and enhanced brand images” (Thomas, Price & Schau, 2013, p. 1021).
Boundary maintenance within the community
There are tensions when it comes to a consumption communities. For example, tension can emerge between groups of individuals throughout the community. These groups are generally those who feel like it is important to be competitive in a consumption community and those who believe just participating in the community is adequate enough. This tension can threaten the feeling of belonging for some individuals (Stuart, 2014).
For example, there are some individuals who live in Beverly Hills who do not have Ferraris and Lamborghinis. These individuals have BMWs and Mercedes. These are individuals who feel like just participating in the community is enough. The individuals who drive the Ferraris and Lamborghinis are the individuals who find it important to be competitive throughout the consumption community. Research has shown that in Beverly Hills, the individuals who merely live in Beverly Hills are generally pushed out of the community. According to one online forum, there is nothing worse than not having money in Beverly Hills.
Conclusion
Overall, Beverly Hills is a consumption driven community. Beverly Hills has been a consumption driven community for decades and has always attracted individuals who wanted to live the life of the rich and famous. Status, power and fame are very important to these individuals and competition can be fierce. It was also found that the more money a person has the more they fit in with the rest of Beverly Hills. It also makes them more competitive in the social realm of society. With all of the access to money and fancy merchandise, Beverly Hills is one of the most competitive communities when it comes to power and status. The use of netnography research really helps gain insight into what is important to this community. The use of online forums and social media help gain access inside the community to find what drives the community. By using this method of research, it was discovered just how much money and status means to this community. The idea of consumption drives this community. Consumption is equivalent to money in Beverly Hills. Thus, the more one consumes throughout the community, the more money that individual has. This is important when it comes to one’s status in the community.
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