Netnographic Approach Research Articles

A transformative value co-creation framework for online services

PurposeOnline offerings for transformative services create value for consumers, although little research examines the process through which these services deliver this value. The purpose of this paper is to develop a comprehensive framework to capture the complexity of the co-creation of transformative value experienced by the consumers of online transformative services.Design/methodology/approachThis paper uses a netnography approach to examine longitudinal data from an online weight management program. In total, this research examines 15,304 posts from 3,149 users, including eight staff users.FindingsConsumers integrate a range of social support resources, from informational support to esteem support, which provide a range of benefits such as new ideas and self-efficacy that underpin the different types of value such as epistemic and personal value. The degree of co-created value differs across the consumption experience but culminates over time into transformative value.Research limitations/implicationsThe proposed framework may be useful beyond the weight management and online contexts; however, further work is required in a range of behavioral contexts and other modes of service delivery.Practical implicationsBy understanding the resources consumers integrate and value, co-created services can develop appropriate value propositions to assist in improving consumers’ well-being.Originality/valueThis research provides a comprehensive framework of the transformative value co-creation process, extending on existing frameworks which examine either the process, value co-creation or the types of value co-created.

Perceived threats, benefits and barriers of e-cigarette use during pregnancy. A qualitative analysis of risk perception within existing threads in online discussion forums

ObjectivePrevious studies have shown that e-cigarettes are perceived as being less harmful than tobacco cigarettes by pregnant women and might be used to quit smoking during pregnancy. Our aim was to further explore and characterise perceived threats, benefits and barriers of e-cigarette use during pregnancy. MethodsOur STudy on E-cigarettes and Pregnancy (STEP) was, among others, based on a netnographic approach of analysing existing threads in German-speaking online discussion forums dealing with perceived threats and benefits of e-cigarette use during pregnancy. For the analysis, we used an inductive-deductive qualitative content analysis. FindingsBased on 25 online discussion threads containing 1552 posts, we identified perceived threats, perceived benefits and perceived barriers to e-cigarette use during pregnancy, among others, as main themes. Subthemes identified within the main theme perceived threats were severe nicotine related health risks, potential health risks of additional ingredients, relative risks and lack of knowledge and research studies. As perceived benefits, we identified possibility and facilitation of smoking cessation, harm reduction and financial benefits. Perceived barriers were lack of satisfaction and social stigma. ConclusionOur qualitative results suggest that the perception of the health threats related to e-cigarette use during pregnancy varies according to the nicotine content and the perception of relative risks compared with tobacco cigarettes. In addition to this, risk perception is defined through further health and non-health related barriers and benefits (e.g. suitability of e-cigarettes as a smoking cessation aid, social stigma).

온라인 커뮤니티 문화 이해하기: 네트노그라피 연구법을 통한 #피트스피레이션 분석

온라인 커뮤니티 문화 이해하기: 네트노그라피 연구법을 통한 #피트스피레이션 분석

Soccer and Twitter: virtual brand community engagement practices

PurposeThe purpose of this paper is to identify how consumer engagement practices shape the dynamics of a soccer club virtual brand community.Design/methodology/approachA netnographic approach was employed. Using a Python script, more than 7,000 tweets about São Paulo FC soccer club on Twitter were collected and analyzed using the Virtual Brand Community Engagement Practices typology.FindingsThe dynamics of engagement relies on two types of practices: those that comprise the actions of tweeting, retweeting, replying to, mentioning and liking messages from and about the São Paulo FC soccer club profile and those derived from the proposition of Hollebeek et al. (2017). Given the dynamics of Twitter, some practices have performed differently than the original proposal, resulting in a slight adaptation of the framework.Research limitations/implicationsGiven the length and the netnographic nature of this study, its findings should be considered exploratory. Future studies can build upon the ideas presented here by researching different contexts and focal objects of engagement.Practical implicationsThis paper provides the refinement of social media strategies and content development to make them more efficient and to establish a relevant communication channel with audiences. This knowledge can contribute to a better understanding of goals and metrics.Originality/valueThis paper is based on the behavioral nature of engagement in virtual brand communities, which is an increasing topic of interest. To date, few studies have examined online engagement using a practice approach specifically in the sports marketing context.

How stories generate consumer engagement: An exploratory study

Understanding how branded storytelling content impacts consumer engagement (CE) is needed to advance research in this topical field and better calibrate story elements. This paper aims to understand the interplay between branded storytelling content and CE, considering the different features of stories and the multidimensional nature of engagement. It takes a netnographic approach to a collection of consumer responses − close to 1000 rich comments offered in four languages − to digital videos posted on YouTube by the brand Dove. Findings reveal that story plot, characters, and verisimilitude trigger consumer engagement by activating cognitive, emotional, and behavioral responses in a certain sequence and with variable intensities and valences. The results, as well, show the important interactive aspect of story-based engagement. The paper contributes to CE research by offering a framework linking branded storytelling with CE, which is applicable by managers to design effective storytelling content.

Checkmate of Leisure! Virtual Communities Regarding Chess

The aim of this study is generally to understand the behavior, culture and attitudes of chess players with a netnographic approach. In order to have knowledge about chess players in a virtual community, netnography was used for data analysis and interpretation. In this regard, two forums and two Facebook groups on the internet related to chess are included for research. In the selection of virtual communities, the criteria for having the most members and comments are taken into account. As a result of examining the four chess virtual communities, the shares made are grouped under four main and eight subcategories. The four main categories are "Critical Paradigm", "Hedonism", "Serious Leisure Based Chess" and "Information Transfer and Publicity", and the eight subcategories are "Tournament and Championship", "Interaction", "Reward System", "Management", "Culture- and Art- Based Chess", "Events", " Practice and Implementation " and "Leisure Transformation". Finally, each emerging main category is divided into two subcategories. Each main and subcategory provides a general overview of the culture, behavior and attitudes of chess players. Thanks to the sharing, individuals are able to exchange ideas with each other in chess-related matters. They also help each other about to contribute chess, sharing perceived shortcomings and making suggestions on a variety of topics. In addition, the most important benefit they can make is that individuals can improve themselves in chess and carry on to higher levels.

Negative word of mouth about foreign lands: Dimensions of the shared discomforts narrated in travel blogs

ABSTRACTThis study seeks to report international tourists’ negative accounts of their visits to Sichuan, an emerging international tourist destination in the southwest of China and the hometown of Giant Pandas. Using the Interpretative Netnography Approach, the study employs the Atlas.ti and NVivo to analyze blog narratives collected from the TravelPod, one of the first website to offer free service to users to create travel blogs. The results indicate that unpleasant encounters with squat toilet became the targets of frequent complaints while the richest accounts were centered on tough and stuffy long bus ride threatened by potential risk of bad road, uncomfortable train tour, and unpleasant air travel experiences. This study recognizes that international travelers’ negative accounts on foreign lands as indicated in travel blogs have been produced in the context of cultural politics, filters and barriers, post-colonialism, and narrative turn, as well as personal point of reference and travelers’ bias. The findings will deepen the current understanding of negative word of mouth narrated in travel blogs so as to respond accordingly and prevent its undesirable consequences to destination image throughout postmodern consumer culture in the economic and cultural globalized world.

Chinese Consumers’ Perceptions of Functional Foods: A Netnography Study of Foods that Help the Immune System Recover from Air Pollution

ABSTRACTIn China, persistent and severe episodes of poor air quality have raised the population’s awareness of the deleterious impact that air pollution can have on their health and lead many people to explore physical means to limit their exposure to air pollution and therapies to help their immune system cope with this stress. Using a netnographic approach we explored Chinese consumers’ understandings of the impacts on their health caused by air pollution, and the key attributes (expected benefits, forms, and patterns of consumption) they expect of functional foods designed to help them recover from the pollution-driven impact. Relevant Chinese consumers’ discussions were selected from two Community Question Answering websites, “Zhihu” and “Baidu Knows”. The impact of pollution on the respiratory system was considered to be of the most concern and homemade TCM therapies and diet adjustment were the main forms of remedies discussed online. Results from this study will support the commercial success of functional food products designed to help Chinese consumers recover from the impact of air pollution on their health.

An Analysis of Tobacco Placement in YouTube Cartoon Series The Big Lez Show.

Social media platforms such as YouTube provide largely unregulated opportunities for covert tobacco product placement that immerse viewers in evolving narratives and surrounding fan-created material. A Winfield Blues product placement appeared in series 3 of The Big Lez Show, a "crude comedy," DIY animation web series that has garnered more than 70 million views. We used a netnographic approach that adapts the traditional, in-person participant observation techniques of ethnography to investigate this online fan and associated paratexts, and conducted a frame-by-frame analysis of the most pertinent 12 minutes and 5 seconds of animation, and 250 pages of paratexts. The Big Lez show links "Winnie Blues" to seemingly authentic virtual content, including memes, merchandise, discussion groups, and even smartphone apps. These para, or secondary texts, surround the original content, provide opportunities for brand co-creation in online fan forums, and integrate tobacco brands in everyday life. The Big Lez Show integrates Winnie Blues with popular culture and raises important questions about how social media facilitates tobacco product placement. Policy responses include encouraging social media platforms to include tobacco within webmaster guidelines and requiring site owners to demonstrate their content reaches only those legally able to purchase tobacco. Contemporary entertainment using social media platforms can create immersive contexts that present an elusive and ongoing challenge to tobacco control policies. The Big Lez Show's use of the Winnie Blues brand imagery spawned memes, merchandise, and smartphone apps that amplified the brand's reach and connection with young people. Policy responses include stronger requirements that webmasters include tobacco product placement within their guidelines or requirements that site owners featuring tobacco imagery demonstrate their sites do not reach those aged below the age at which tobacco may be legally purchased.

Developing a typology of tourist harassment in archeological sites: a netnographic approach

ABSTRACTTourist harassment has received some attention over the past two decades as a major challenge affecting travelers’ personal safety and their perceptions of tourism destinations. However, there is still a need to understand and explore in depth the types of behavior that constitute tourist harassment. Using a qualitative netnographic study approach, this study identified the types of harassment that tourists are likely to experience in archeological sites. Travelers’ anecdotes reporting harassment incidents in two Jordanian archeological sites, Petra and Jerash, were retrieved from TripAdvisor and examined using a hybrid content analysis approach. Six key categories of tourist harassment emerged from the data. These categories were labeled as vendors’ persistence, obtrusive on-site service providers, beggar children, sexual harassment, verbal abuse, and physical abuse. Each category was explored in depth and exemplified using travelers’ anecdotes. A typology of tourists’ response to harassment was also developed based on the anecdotes. Results suggest that vendors’ persistence was the most frequently reported type of harassment. When experiencing harassment, tourists are likely to respond by resisting the harassers. The findings have several theoretical and managerial implications for both researchers and destination managers.

Mobile games: players’ experiences with in-app purchases

PurposeThis paper aims to offer a comprehensive perspective into Free-to-Play gamers’ attitudes, feelings toward and perceived value of in-app purchases (IAPs).Design/methodology/approachThe study is based on a twofold qualitative methodology using an inductive approach: user-generated YouTube videos and gamers’ online reviews posted on Play stores.FindingsEight topics have emerged out from the qualitative data related to the characteristics of a good/bad IAP, the IAPs as downsides, the ambiguity with traditional Pay-to-Play games, the financial-risk issues, the resistance behaviors, the worries about over-spending and addiction and the frustration mechanism.Research limitations/implicationsBy focusing on IAPs, this research contributes to build an integrative overview to better understand how players deal with IAPs and how this interaction should be analyzed in the light of multiple frameworks. Emphasis is placed on a continuum of player responses from tolerant metacognition to high degree of subversion.Originality/valueA twofold netnographic approach offers a novel contribution to the field of mobile games by bringing together two materials increasingly connected to the video game universe. It also brought to the fore an experiential context by providing insight into the underlying dynamics of Player/IAP interactions.

Consumer engagement on social media: insights from a virtual brand community

PurposeBased on the conceptual model of consumer engagement in a virtual brand community, this study aims to investigate this phenomenon and gauges the validity of the model’s assumptions in the context of a Facebook fan page.Design/methodology/approachThe interactions between L’Oréal Paris Brazil and the members of its virtual community were collected for three months using a netnographic approach. The data of these interactions were evaluated using content analysis techniques.FindingsThe dimensions, processes and sub-processes of the conceptual model of consumer engagement, as proposed in the literature, were confirmed. Furthermore, the results reinforce the perspective that simple participation or involvement does not presume engagement, which reflects a complex psychological state dependent on the context and requiring previous and subsequent processes to manifest.Research limitations/implicationsThe findings were based on an examination of a high-end beauty product brand’s Facebook page. Nevertheless, these findings are not necessarily limited to high-end context consumers. Larger scale research (i.e. involving wider product categories) could endorse the underlying theoretical model of engagement.Practical implicationsThe study contributes to understanding the dynamics of how brands build relationships with consumers through social media and confirms the dynamics of the engagement concept and its role as a tool to increase brand value and competitive advantage.Originality/valueThis study contributes to the field by bridging the knowledge gap concerning consumer engagement in a social media context with practical and empirical evidence.

YouTube, informal education and empowerment speeches on the Internet

Any kind of interaction turns into knowledge. YouTube outbreaks as a platform that enables new discussions and learnings, acting as a disruptive tool and confronting the usual protagonism of mass media. New narratives are rising and all of us are becoming capable to interact directly with them - and even to create our own stories. The "Tour pelo meu corpo” videos are an example of how an alternative media creates alternative stories and, analyzing the reverberations of this video in YouTube, social media and traditional media through a netnographic approach, it is possible to see what are the requirements for a video to outstand, to achieve mass media and to transform people.

Moving beyond Goffman: the performativity of anonymity on SNS

PurposeThis paper aims to explore consumer behaviour on the popular anonymous social networking site (SNS) Yik Yak. It examines the reasons behind the turn to anonymous social networking and also considers the ways in which anonymity impacts consumers’ self-performances on SNS.Design/methodology/approachThe study used a netnographic approach to explore Yik Yak across eight universities in Ireland and the UK. Data are based on observation and participation on the app. Screenshots on smart phones were the central method used to collect data. Data also included 12 in-depth interviews.FindingsYoung consumers are becoming fatigued by the negative effects of self-presentation on many SNS. By enabling consumers to engage in what they consider to be more authentic modes of being and interaction, Yik Yak provides respite from these pressures. Through the structures of its design, Yik Yak enables consumers to realise self-authentication in anonymised self-performances that engender a sense of virtue and social connection.Practical implicationsThis research highlights the potential value of anonymous SNS in fostering supportive dialogue, concerning mental health amongst post-millennials.Originality/valueBy invoking a performative lens, this paper extends a novel theoretical approach to understandings of identity formation within consumer research. By highlighting anonymity as a dynamic process of socio-material enactments, the study reveals how consumers’ self-performances are brought into effect through the citation of various discursive arrangements, which promulgate distinct understandings of authenticity.

The Hijabi self: authenticity and transformation in the Hijab fashion phenomenon

PurposeThe purpose of this paper is to delve into the intricate relationships between hijab culture and consumption. The research questions whether the hijab consumption phenomenon is an icon of fashion or an authentic blend of religious and cultural tenets.Design/methodology/approachThe research uses a netnographic approach in a qualitative manner similar to ethnography on the internet. An online forum is created on social media for Egyptian hijabista consumers, who reflect on their self-transformations with respect to the hijab phenomenon.FindingsThe findings of the study provide insights relevant to the consumer experiences of the hijab fashion phenomenon. The results are analyzed using Holt’s (1995) consumption parabola, where the insights show the consumption as experience, integration, play and classification metaphors in action. Most insights show that the hijab fashion experience combines authentic religious meanings with cultural ones.Research limitations/implicationsThe study methodology used is qualitative, thereby putting limitations on generalizing the findings to other consumers and contexts.Practical implicationsThe findings are relevant to fashion designers and fashion marketers who aim at understanding the hijabista culture.Social implicationsThe results are relevant to consumer culture theorists as well as to macromarketing researchers looking at authenticity in the hijab fashion phenomenon. The research is also relevant in understanding the hijabista culture, which is a growing consumer culture around the globe.Originality/valueThe research combines the literatures on consumer culture theory, self-transformations and authenticity with regards to the hijab consumption phenomenon. Such relationships were not explored previously in the literature. The methodological approach is also novel.

Trialogue on Facebook pages of grocery stores: Customer engagement or customer enragement?

The pervasiveness of social media is compelling businesses to review their way of managing customer experiences. Businesses use social media to interact and engage with customers. Several studies have studied why businesses have adopted social media. However, there is a dearth of research as to why customers interact with businesses on social media in the grocery sector. This paper aims to explore how and why customers react to corporate messages on Facebook pages of Tesco and Walmart. Netnography approach was adopted to gain an insight into the various ways customers engage with the grocery stores on its Facebook pages. This study reveals that social media empower customers, influence the relationships customers have with grocery stores and generate customer engagement. Findings also show that the social customer is both a curse and a blessing to Tesco and Walmart when they create or destroy value for the business. This paper contributes to knowledge by (1) uncovering how customers react to corporate and customer posts on corporate Facebook pages; (2) showing how value can be created and destroyed; and (3) proposing a model illustrating how the main constructs of the study are interconnected: social media, relationship marketing, customer empowerment and customer engagement.

Foresight by online communities – The case of renewable energies

Web 2.0 offers manifold ways in order to integrate community members via online communities (OCs) for innovation processes. OCs prove to be a valuable and dynamic source of information. External information sources are also important for foresight in order to be able to identify and monitor all relevant changes. However, traditional foresight methods are rather static in comparison with dynamic OCs. Thus, this study gives first insights into the use of OCs for foresight. First, based on literature, it is conceptually shown that OCs can contribute to foresight. Second, the question of how to assess the potential of OCs for foresight is considered. Renewable energies OCs are identified using a netnographic approach. One selected OC is analyzed in-depth by applying a prior developed criteria catalog which is based on Popper's (2008) foresight diamond. Each of its four dimensions – creativity, expertise, interaction, and evidence – is operationalized with measurement items taken from literature. In particular, the evidence dimension is supported by a text mining approach. Lastly, a focus group interview proves the usefulness of OCs for foresight. The findings show that OCs can contribute to each dimension of the foresight diamond and serve as an additional source of information for foresight.

Exploring the social reality of waqf community using social media: the Netnography approach

The emergence of waqf institutions in Malaysia has attracted the attention of many. Considerable attention has been paid by various parties including the Federal government. In tandem with the revival of waqf, it has driven the emergence of a group of people who are passionate in matters pertaining to the development of Waqf (herein referred to as the waqf community). According to the Theory of Structuration, interaction between the agency and structure would induce changes. Therefore, this waqf community, being a part of the agency, is capable to influence the structure and bring about changes. Triggered by the existence of this waqf community, this study is interested in exploring their social reality. Having observed that a majority of people from this Waqf community had formed a specialized Whatsapp group dedicated to discussing matters pertaining to waqf, this study has considered the usage of netnography as an instrument to observe their social reality. Despite having limitations in narrowing down the research, this study was able to extract nine findings on their behaviour namely; their sensitivities, unity, spirit, willingness, commitment, the disclosure of information, influence, focus, gaps and frictions. Overall, the approach can be improved further by strategizing a refinement on the scope and technique in making observations.

Exploring the market appeal of Indigenous tourism: A netnographic perspective

Indigenous tourism in Australia continues to decline in spite of the global marketing efforts of the country’s national tourism organization. One suggestion is that social desirability bias in previous visitor demand studies has been masking the underlying causes for this low market appeal. A netnographic approach was adopted in this exploratory study that utilized 4684 online reviews from international visitors to elicit qualitative insights into visitor’s satisfaction and dissatisfaction with their Indigenous tourism experiences in Australia, with the aim of uncovering the underlying factors which may account for declining visitor demand. The netnographic approach provided a wealth of insights into the aspects of the experience that visitors viewed both favourably and unfavourably. In fact, it is demonstrated that international visitors are overwhelmingly positive about their experiences, a finding not typically supported in the existing research. As such, this study has highlighted that there is a dissonance between those who actually participate in an Indigenous experience and non-visitors; a number of potential reasons for this are discussed, as are the marketing implications.

Wine web 2.0: digital communication and tourist netnography. Opportunities for new entrepreneurship

Purpose of the paper : The paper aims to examine online communication of wine tourism destinations and their users in order to identify strategic approaches potentially suitable for the development of: 1. new web communication formats; 2. innovative entrepreneurial formulae that meet the expectations of increasingly demanding and expert customers. Methodology : These aims are pursued by means of various methods: - official wine tourism destination websites were investigated with the use of the text mining technique; - wine tourists’ online discussions were analysed with the use of text mining and the results were netnographically investigated. Findings : The analysis enables the search for information, which aims to: a) identify the most frequently used keyword and thematic messages by official wine tourism destination websites; b) profile wine tourists who speak of wine tourism destinations under study. Research limitation : The two main limitations of the study are: (i) the analysis has been conducted only on the wine destination websites, which are less interactive than social networks; and (ii) the netnographic approach used is of the observational kind and thus doesn’t provide any interaction with wine tourists themselves. Research and managerial implications : In managerial terms, the results of the analysis of user-generated content can be used to (re)direct communicational strategies and develop a more innovative and personalised tourist offer. Originality/value of paper : The originality of the research lies in the application of research methods that enable interesting research hypotheses, although they are still infrequently used in tourism marketing studies.