The evolution of Tribal marketing within social networks: how the community marketing and community brands have evolved in social media?

Olivier Cane, Nesrine Bellag, Dr Henderson Lee Fukada


This paper aims to investigate the latest literature on Tribal Marketing. The tribe has always been a mean of segmenting people for marketing purposes, and community marketing is recognized as an efficient way of narrowing the target population for a given brand. With the development of social networks, another step in tribal marketing has been achieved. The maturity of digital marketing techniques and the growing mastery by brands of the social networks have now brought tribal marketing to another level as it is detailed in the following literature review.

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