From Information Experience to Consumer Engagement
Brand managers rely on qualitative research to gain insight into the dynamics of their most significant consumer segment. This research provides a real-world example of the study of "Sneakerheads", an important group of consumers within the athletic footwear sector. The research study was guided by a Consumer Behavior model called the Social Identity Theory lens. The Social Identity Theory model assesses the impact of group identity and norms on consumer behaviors' purchase intention. Read the results of this study to identify how consumer sentiment developed into this phenomenon.
Limitations and future studies
While our findings add to the dearth of academic literature exploring the Sneakerhead community, there are a few noted limitations. The current study relies solely on semi-structured interviews with male sneakerheads in the Mid-Atlantic. Given the vast geographic reach of sneaker culture, it can be surmised that Sneakerhead communities may vary based on regional demographic factors, such as urbanicity and socio-economic status. Additionally, there has been a rise in the visibility of female members of the Sneakerhead community, of whom we were not able to recruit for the current investigation. Lastly, our participants were recruited in person, and largely from local sneaker shops. This presents a limitation, as a growing number of sneaker transactions and communal bonding is occurring in online spaces.
Given these limitations, future research should seek to engage a broader group of self-identified Sneakerheads. In order to more fully encapsulate the depth of this community and it’s shifting cultural norms, researchers should seek to engage female members, adolescent members, members from Gen X, and those across a variety of geographic locations. Regarding geographic locations, it may be optimal for researchers to collaborate with researchers in the NYC area as the sneaker culture was historically born out of the geography and still maintain dominance in the culture. Los Angeles may also be another region to tap into, as the sneaker culture is also flourishing in this area. Keeping in mind the driving factors of Sneakerhead membership, future research should also engage a dyadic approach by exploring familial and peer influences on sneaker consumption. As such, this research should explore issues such as father–child bonding or school/neighborhood belonging that may be facilitated via Sneakerhead culture membership. Further, this research should also explore the potential for labor market entrance and diversity for Sneakerheads who identify or are identified as Hypebeasts.