Digital Sneakerhead communities have gained significant attention in the fashion market in recent years, this is due to their unique dynamics and cultural significance. This thesis aims to explore the culture of sneaker collectors, pointing its focus on the intricate dynamics and practices used to drive their interactions, discussions and dedication. The study of Sneakerhead culture, traditionally more focused on commercial aspects and brand appeal, can be crucial for understanding contemporary consumption patterns and the connections between consumer culture and social identities. This thesis offers valuable insights into the cultural practices and dynamics of digital Sneakerhead communities, aiming to inform and provide new insights in the development of more empathetic approaches to consumer engagement, as well as to contribute to the broader body of consumer culture academic interest. The thesis uses Kozinets’ (2019) Netnographic method in order to observe and analyse social dynamics, knowledge exchange dynamics, and socially conscious consumption practices among participants in digital sneaker communities. After observing the Sneakerhead community through these theoretical themes based on Marketplace culture theory, the results produced are sub-themes which grants a deeper insight of the digital Sneakerhead community. 19 of these sub-themes were identified, following the three themes selected in accordance with the theory. The results of this thesis is then based on observation and analysis of the Sneakerhead community and provides new insider information about the culture created and sustained in digital communities, while also offering practical insight for marketers and other stakeholders. Delimitations of this thesis are mostly attributed to the method used and to the inherent problem of bias in qualitative research. Future research is suggested on different social media platforms, as well as on in-person meeting of the Sneakerhead communities; an outlook in different geographical areas could provide additional insight and validation to this thesis.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-32168 |
| Date | January 2024 |
| Creators | Göransson, Noel, Casagrande, Vito |
| Publisher | Högskolan i Borås, Akademin för textil, teknik och ekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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