Abstract
Purpose: Understanding the culture and the language of online consumesr and its specific underlying social motivations is a crucial aspect of achieving the market orientation. It can successfully conceptualize new products, employ existing and new channels. It also helps to writep otent advertising materials that meaningfully communicates to markets. Netnogrphay is enthnography adapted to the study of online communities.BR Method: This method provided information on the symbolism, meanings, and consumption patterns of online consumer groups. This study applied ‘netnography’ as an online marketing research technique for providing consumer insight. We examined some important cultural themse contained within the online fitness community.BR Results: We examined four themes; (1) discover communal values of health: decoding the language of diet, (2) networked sociality, (3) consumption webs: mapping the paths of desire, (4) commodified diet-related brands: brand images and community concerns. In addition, eacho f cultural theme was influenced by the character narrative and communal norms of online consumers.BR Conclusion: In summary, Online communities devoted to consumption-related topics are an increasingly important source of data for marketing research. This netnography study has implications for how marketers should plan, target, and how scholars should understand the online community as a new research area in a networked world.
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