Abstract

CASAS-ROMEO, Agustí; GAZQUEZ-ABAD, Juan Carlos; FORGAS-COLL, Santiago  and  HUERTAS-GARCIA, Rubén. Netnography As A Research Tool Into Online Contexts: An Application Of Image Analysis In The Field Of Public Transport. Innovar [online]. 2014, vol.24, n.52, pp.89-102. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v24n52.42525.

Abstract: Netnography is a new qualitative research methodology. It adapts the techniques of ethnographic research to the study of emerging cultures and communities that communicate by computer in response to cultural phenomena associated with the rise of the internet and the increasing number of consumers who use it to keep themselves informed and to build and maintain networks with others of equivalent lifestyle who consume similar goods and/or services. While it is true that the discipline of netnography has grown in importance since the late 1990s more work is required to develop methodological aspects, especially in the area of marketing, where few studies have used netnography as a tool to advance commercial research. Given the scarcity of existing research, this article seeks to explore theoretical aspects of the employment of netnography as a research tool in online contexts. In addition, the utility of the approach is demonstrated by developing an analysis of the online image of Madrid's bus service.

Keywords : Commercial research; netnography; virtual communities.

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