Applying netnography to market research: the case of the online forum

Xun, Jiyao and Reynolds, Jonathan (2010) Applying netnography to market research: the case of the online forum. Journal of Targeting, Measurement and Analysis for Marketing, 18. pp. 17-31.

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Abstract

Although the notion of netnography as a set of tools for exploring consumer behaviour online is not new, the potential of netnographic methods in market research and analysis is still largely undeveloped. In this article, we explore the ways in which netnographic techniques can be used in particular to understand the characteristics and effectiveness of electronic word-of-mouth (eWOM), an increasingly significant influence on the consumer’s decision-making process. We provide an assessment of the main strengths, weaknesses and ethical concerns associated with the use of netnographic techniques. Unlike previous online ethnographic studies which tend to employ broader socio-cultural observations, we analyse consumers’ information gathering and purchasing activities on a discussion forum. We relate our findings to a model which sets out three components of communications effectiveness: modes of persuasion that are based upon authority, emotion or logic. We conclude by reviewing the implications of netnography for both academic research and marketi

Item Type: Article
Keywords: netnography; market research; consumer behaviour online; electronic word-of-mouth
Subject(s):
Centre: Faculty of Marketing
Date Deposited: 19 Jan 2010 12:49
Last Modified: 23 Oct 2015 14:05
URI: http://eureka.sbs.ox.ac.uk/id/eprint/39

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