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“I crashed my car into a cement pole and cried all the way home but my eye makeup was still perfect”: A qualitative study of members’ sense of belonging within Sephora’s commodified community: Beauty Insider
Södertörn University, School of Culture and Education.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study seeks to understand ways in which members’ experience a sense of belonging within Sephora’s own commodified community: Beauty Insider. Three research questions are presented, the final one being of highest importance: in which way do members of Beauty Insider experience a sense of belonging? To be able to understand the members, previous research is presented where Muniz & O’Guinn’s (2001) study on Brand Communities is essential, as well as the study conducted by Dholakia et al. (2004) on participation within communities. To better understand what activities members engage in within communities, a theoretical framework based on fan cultures, consumer culture and participatory culture is presented to gain a better understanding of the aspects of a community. This study will approach the research questions mainly using focus group interviews, as well as a necessary description of the discourse content of the platform to better understand the context of the study. The study concludes by presenting a result and an analysis that is, mostly, in line with previous research as well as discovering new aspects of members attitudes towards Beauty Insider and which meaning members experience as a result of participating in different activities within the community.

Place, publisher, year, edition, pages
2019. , p. 40
Keywords [en]
commodified communities, participatory culture, fan culture, consumer society, sense of belonging, online communities
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:sh:diva-38375OAI: oai:DiVA.org:sh-38375DiVA, id: diva2:1325978
Subject / course
Media and Communication Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2019-06-18 Created: 2019-06-17 Last updated: 2019-06-18Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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  • vancouver
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Language
  • de-DE
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  • nn-NB
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More languages
Output format
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