From reputation to community: understanding cultural demand among young consumers in the Netherlands.

This master thesis investigates the influence of online reputation and sense of community on consumer demand for cultural products and events among young adults in the Netherlands, specifically individuals aged 18 to 30. The study aims to add knowledge to existing research by examining the complex interplay between these two social-psychological factors and their impact on consumer behavior within a highly competitive cultural landscape and oversaturated market. Employing a qualitative research design, the study predominantly utilizes semi-structured in-depth interviews to gather nuanced insights into individual perceptions, emotions and motivations related to cultural consumption. A purposive sampling approach was adopted to ensure diversity among participants and a sufficient level of cultural participation and involvement. The data sample consists of ten individuals who are influenced by social aspects, as well online and offline, and regularly participate in cultural events such as festivals or concerts, listen to music or purchase other cultural products. Data was conducted both in person and through online video calls, with interviews lasting between 45 to 60 minutes. The theoretical framework consists of key concepts such as reputation, defined by online and offline perceptions including reviews and word-of-mouth reputation. Furthermore, it includes a sense of community, characterized by online and offline social aspects, the desire to fit in, feelings of belonging and shared values. The research explores how these variables shape the willingness of young consumers to engage with and purchase from cultural businesses. This research does this whilst emphasizing the symbolic, emotional and socially constructed dimensions of cultural consumption. Furthermore, findings suggest that a strong sense of community enhances consumer demand and the willingness to use or participate. This is especially the case when a strong sense of community, in line with the consumer's values and goals, is combined with a positive online reputation. The study provides valuable insights for academics seeking cultural and sociological knowledge about consumer demand and the potential economic effect of an entrepreneur's or business' online reputation and establishment of sense of community. Furthermore, the study provides valuable insights for cultural entrepreneurs and businesses seeking strategies to attract consumers. In conclusion, the research emphasizes that establishing a sense of community in line with the target audience's values, social goals and standards, in addition to establishing and maintaining a positive online reputation is crucial for cultural consumer demand of young audiences in the Netherlands. This thesis contributes to academic knowledge by researching the interplay of the sense of community, online reputation and consumer behavior.