An Examination of the Tribal Community Dimensions of ICT Users

Abstract

Today, the Internet and other information and communication technologies allow us to establish global processes of interaction. In this context, we see the proliferation of groups of individuals motivated by common passions, interests, and opinions in which the value of the connection between them is more important than the functionality of objects. Tribes emerge from an allegiance based on the identification of common tastes and passions, which leads consumers to celebrate connections and shared experiences. This study aims to analyze the tribal dimension of groups of individuals who organize themselves into communities based on information and communication technologies. Through a qualitative analysis, two distinct communities were the basis of the study. The research allowed for identification and assessment of the presence or absence of features of tribal groups and to understand the motivations and incentives of the participants.