Conference proceeding at the International Network of Business and Management Journals (INBAM), Cornell Hospitality Quarterly Track, LIsbon, June 19th 2013. This research explores the link between consumer tribes, loyalty and company generated stimulus in Social Networking Services. Furthermore, this research analyses the possibilities for companies to enhance the consumer-consumer relationships. Finally, this research assesses the value of virtual tribes for restaurant operations in Finland.

1. Assessing the Value of Virtual Tribes for
Restaurant Operations
International Network of Business and Management Journals (INBAM)
June 19th 2013, Lisboa, Portugal
Cornell Hospitality Quarterly (Sage), Track: Advancements in Hospitality Research
Through Cross-Disciplinary Integration
Dr. Pasi Tuominen
HAAGA-HELIA University of Applied Sciences, Helsinki, Finland

2. Aims of the study
 Explore the link between consumer tribes, loyalty and
company generated stimulus in Social Network
Services (SNS).
 Analyse the possibilities for companies to enhance the
consumer-consumer relationships.
 Assess the value of the tribe.
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3. Definition of a Virtual Tribe
 Determined even less by geography, pedigree, race or
religion.
 Instead, the tribes are determined largely by education
and accomplishment
 Manifested by the things we consume.
 Sharing similar beliefs, values or customs setting them
apart from the dominant societal culture.
e.g. D’Alessandro (2001); Cova and Cova (2002); Kozinets & Handelman
(2004); Kozinets, Cova & Shankar (2007)
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4. Theoretical framework for this study
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5. Research Methodology
 the focus of the study was a restaurant chain with 20
units and two privately owned restaurants in Finland.
 brand related interactions, blog posts, comments,
likings and the mentions were collected using tailored
data mining device.
 retrieved data was analysed using combination of
descriptive statistics and content analysis.
 conducted between June 1st 2010 and June 1st 2012.
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6. Research Methodology
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N Minimu
m
Maximu
m
Mean Std. Deviation
FB People like this 26 169 5333 897,38 1036,678
monthly www visitors 26 2602 25553 8157,50 5814,403
monthly www visits 26 3081 31503 10149,42 7125,841
monthly active FB users 26 16 906 272,15 215,893
Valid N (list wise) 26

7. Findings part 1 – The origin of a restaurant
tribe in Facebook
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N Minimum Maximum Mean Std. Deviation
Personal FB Friends 4 119 392 226.25 127.980
FB Fans (persona related) 4 94,00 311,00 206,50 115,978
FB Fans (industry related) 4 31,00 82,00 59,75 23,315
FB Fans (family related) 4 6,00 19,00 14,25 6,185
Valid N (list wise) 4

8. Findings part 2 - reactions to diverse company
generated content
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9. Findings part 3 - changes in purchasing
behaviour of Facebook Fans and non-fans
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Facebook fan
visits the
restaurant 18%
more often.
The increase of
a Facebook
fan’s purchase
is 62% higher.

10. Conclusion
 the process of creating a tribal brand integrates
thousands of social interactions amongst customers
with various facets of their preferred brand
 the formation of a virtual tribe starts from an individual
 primarily based on affective rather than on rational or
commercial bases
 through maintenance and facilitation of the tribe,
 formation of an affective bond with a firm
 ultimately a bonded and loyal relationship with the brand.
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11. Future research
 empirical models
 managerial implications in how marketers should
engage with virtual tribes
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