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.

Abstract

While the popularity of athletic footwear or "sneakers" has been widely assessed within academic literature, few studies to date have examined the influence of a specific sneaker subculture called "Sneakerheads". Moreover, the brand preferences and brand identities that may exist within the Sneakerhead subculture have not been extensively examined. To address this gap in the research, semi-structured interviews were conducted with 12 male, self-identified Sneakerheads. The main goal of the research was to explore the Sneakerhead culture, while gaining an understanding of brand preferences, practices, and group identity factors. The Social Identity Theory was employed as the theoretical framework for this research. Qualitative analysis of the interviews revealed the following three topical areas: (1) Back in the Day, (2) All About the Jumpman, and (3) For Members Only. Findings regarding the unique culture of Sneakerheads indicate a clear sense of group identity as it relates to motivations, behaviors, and brand identity within the Sneakerhead community. Moreover, the findings of this study further define the lifestyle of a Sneakerhead and shed light on their unique behaviors and practices within the culture.

Source: Delisia Matthews, Qiana Cryer-Coupet, and Nimet Degirmencioglu, https://fashionandtextiles.springeropen.com/articles/10.1186/s40691-020-00228-3
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