Abstract
This article introduces the special section, “Tribal Marketing After Covid: Consuming Together in an Age of Social Distance.” The authors trace the history of tribal marketing theory up until the present, ‘post-Covid' era, outlining each wave and some trajectories for future research.
| Original language | English |
|---|---|
| Pages (from-to) | 267-273 |
| Number of pages | 7 |
| Journal | Marketing Theory |
| Volume | 23 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 30 Jun 2023 |
Bibliographical note
The author(s) received no financial support for the research, authorship, and/or publication of this article.Keywords
- Consumer tribes
- COVID
- social distancing
- tribal marketing
- tribe
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