Co-creating the Taylor Swift brand experience : Consumers' Identity Projects and Rituals in the Swifties Community
Référence :
KEDGE-MA-074(GB)
Langue
Type
Etude de cas
Sous-catégorie
non applicable
Résumé
This case study explores the world of Taylor Swift fans, nicknamed "Swifties", analyzing their narratives and behaviors through the prism of Consumer Culture Theory (CCT).
It is based mainly on the story of Carla, a literature student and Swiftie, who describes her journey with the artist.
The case examines how the Taylor Swift's brand is used as an identity-building material in the Swifties' consumerist strategies. It reveals how this community of fans contributes to the construction of the Taylor Swift brand experience, drawing on symbolic consumption practices, fandom rituals, and interactions via social networks.
The case explores three important themes for a marketing manager: identity strategies, community mediation and co-creation of the brand experience.
From a methodological point of view, the case provides an opportunity to carry out a content analysis based on a story, to analyze photographs by mobilizing academic concepts and using (depending on the professor's agreement) artificial intelligence
It is based mainly on the story of Carla, a literature student and Swiftie, who describes her journey with the artist.
The case examines how the Taylor Swift's brand is used as an identity-building material in the Swifties' consumerist strategies. It reveals how this community of fans contributes to the construction of the Taylor Swift brand experience, drawing on symbolic consumption practices, fandom rituals, and interactions via social networks.
The case explores three important themes for a marketing manager: identity strategies, community mediation and co-creation of the brand experience.
From a methodological point of view, the case provides an opportunity to carry out a content analysis based on a story, to analyze photographs by mobilizing academic concepts and using (depending on the professor's agreement) artificial intelligence
Objectifs pédagogiques
The aim of this case study is to discover the contributions of the Consumer Culture Theory perspective to the understanding of consumer phenomena and the identification of key success factors for marketing strategies inspired by the main concepts of this perspective.
Marketing concepts:
Understanding the key concepts of Consumer Culture Theory (CCT)
Understand the cultural, social and symbolic dynamics that shape fans' consumption practices.
Study how consumption goes beyond the act of buying to become an act of identity and community belonging.
Analyze tribal consumption practices, and how a community of fans is built around shared narratives and rituals.
Analyze experiential and community marketing strategy, and how to mobilize experiential marketing tools to create a strong emotional relationship with fans over the long term.
Understand the role of social networks in building and strengthening fan communities and their practices.
Discuss the theoretical and practical contributions of the CTC.
Methodology:
Learn to conduct a thematic content analysis of a story.
Learn to analyze a photograph by combining academic concepts and the use of AI (if approved by the teacher).
Marketing concepts:
Understanding the key concepts of Consumer Culture Theory (CCT)
Understand the cultural, social and symbolic dynamics that shape fans' consumption practices.
Study how consumption goes beyond the act of buying to become an act of identity and community belonging.
Analyze tribal consumption practices, and how a community of fans is built around shared narratives and rituals.
Analyze experiential and community marketing strategy, and how to mobilize experiential marketing tools to create a strong emotional relationship with fans over the long term.
Understand the role of social networks in building and strengthening fan communities and their practices.
Discuss the theoretical and practical contributions of the CTC.
Methodology:
Learn to conduct a thematic content analysis of a story.
Learn to analyze a photograph by combining academic concepts and the use of AI (if approved by the teacher).
Mots-clés
Marketing, experiential marketing, customer experience, brand community, fan, tribe, consumer culture, customer relations, fandom, identity construction, content analysis
Public
Master
Secteur d'activité
Sans objet
Caractéristiques particulières
Duration: 4 h. Answer key to show to students. Commented answer key for the trainer.
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Année de la problématique :
2025
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
23
Note pédagogique :
Oui (14 pages)
- incluse
Montant :
Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Licence :
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.
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