Study explores the psychological reasons for posting on Rolex forums. Here’s what it found…

Let me pose a little thought experiment. How much have Rolex online forums cost the global economy in terms of wasted productivity in the workforce? How many hours are lost speculating over the Crown’s possible new releases, comparing advice on how to change an Oysterflex, or conducting snap polls on whether to buy the GMT Root Beer or the blue dial Submariner (two tone)? By my calculations, the dollar value would buy Paul Newman’s famous Daytona several times over. Rolexforums.com has hosted more than 11 million posts alone. But what is the psychological impetus behind this intense buzz of activity? Hiwa Khezri decided to find out. During his Masters degree in Management and Strategic Marketing at the Catolica Lisbon School of Business and Economics, he completed a dissertation that delved into Rolex online brand communities (AKA Rolex’s unofficial fan-boy sites). Hiwa analysed a mountain of posts from two Facebook sources – the Rolex Forum and the Rolex Forum Norge (Noreweigan) for his paper entitled: A Netnographic Study of Rolex Members’ Motivations for Online Engagement. You can read the whole thing here. But essentially Hiwa found that the reasons for posting came down to three main drivers. 1. Social validation Members…

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