Multi-sited ethnography of fan consumers: towards self-sufficiency

Ethnographie multisite de consommateurs fans: vers une consommation autonomisée

Anthony Galluzzo () and Jean-Philippe Galan ()
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Anthony Galluzzo: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Jean-Philippe Galan: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: While recording industry' sales collapse, some consumers are investing heavily and faithfully in their musical passion: the fans. By this paper, we suggest to go past the idiosyncratic approach of fan communities by using multisited ethnography. Comparisons made between several fan communities would allow marketers to make a better of use empirical data ; to better understand consumer needs' evolution and to forecast an appropriate corporate response to it.

Keywords: music; multi-sited ethnography; community; consumer behavior; methodology; fan; musique; ethnographie multisite; comportement du consommateur; communauté (search for similar items in EconPapers)
Date: 2013
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Published in Congrès International de l’Association Française du Marketing, J.-F. Trinquecoste (coord.), Association Française du Marketing, 2013, La Rochelle, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03243366

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