Exploring Early Socialization in the Multi-Level Marketing Landscape A Study of Distributor Experiences
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2023-07-11
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en
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This master thesis explored socialization mechanisms in the field of multi-level marketing (MLM). The socialization topic is important in the field of MLM, because MLM is known for having strong cultures and strongly socialized members. The aim of this research was to identify socialization mechanisms that help to understand the socialization process in MLM. This is a qualitative and primarily inductive study. Data was collected through interviews, an observation, and analysis of secondary data sources, such as social media platforms. The focus is on the early socialization mainly. Previous research on early socialization in MLM is scarce. The socialization mechanisms found in this study contribute to the prior research by giving more substance to existing concepts, but also reveal new knowledge on how socialization occurs in MLM. Additionally, this thesis contributes to the MLM literature by analyzing early socialization in a relatively new context, which is social media.
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Faculteit der Managementwetenschappen