Social interaction and its effects in virtual tribes

With the changes brought by the information age, differences in cultural, social and social structure have occurred, the suggestions of modernism have been left behind, and the understanding of individualism, which is the suggestion of postmodernism, has created a duality with the understanding of tribalism. The individual-centered approach focuses on the individual, while the tribe-oriented approach focuses on the group. The point that defines the individual in the understanding of tribalism is not the products he consumes, but the social relations he creates through belonging to a group and consumption. In this study, within the framework of tribal marketing approach, the Harry Potter brand, the Hogwarts Turks group, which is a virtual tribe formed on the basis of consumers, was examined in terms of tribe and community basic elements, the interaction density and the connection value formed were evaluated and it was investigated whether it had an effect on consumption practices. The aforementioned evaluation has been reached through research conducted using the content analysis method and NodeXL network analysis programs, in line with the literature. Today, especially in postmodern tribes formed on social media platforms, individuals interact with each other and share their knowledge, feelings and thoughts. Although individuals have come together through consumption in these communities, which provide an environment for the individual's self-expression and create a sense of belonging, the social relations formed within the community become more important than the consumed object.