Netnographic Study Research Articles

Defining customer experiential knowledge and its dimensions: a conceptualization starting from a netnographic study of specialty coffee blogs

PurposeThis paper aims to develop a theoretical framework for the conceptualization of customer experiential knowledge (CEK) by logically combining its different dimensions into one coherent explanatory concept. Drawing on the integration of the literature on customer experience, customer knowledge management and customer insights acquisition, supported by adequate empirical evidence, the framework provides a systematic, comprehensive and accurate understanding of CEK which, could contribute to the identification of relevant customer experience insights useful for customer knowledge management.Design/methodology/approachThe analysis follows an inductive/deductive interpretative approach and it is based on a netnography of specialty coffee bloggers’ narratives in relation to their sustainability practices.FindingsThe paper identifies the following six types of CEK: normative, subcultural, epicurean, transcendental, subcultural and symbolic. Accordingly, CEK is defined as the knowledge tacitly possessed by customers in relation to how they live their consumption experiences according to a body of heterogeneous socio-cultural contextual factors (ethos, norms and symbols) and subjective influences (emotions, ingenuity, instincts and senses) deeply embedded into the narrative of a consumption experience.Originality/valueWhile CEK has been largely observed and acknowledged, it has not been yet adequately addressed by existing research. The provision of a conceptual definition of CEK which emphasizes its different dimensions will be of use to both academics and practitioners to better identify and categorize the different manifestations of CEK when undertaking empirical observations or managerial decisions.

How Delightful is Indian Wellness Tourism? A Netnographic Study

The growing number of wellness care facilities in India has raised concern over the service quality that is being provided to the tourists. This research targets to explore the dimensions of wellness tourism service quality based on customers’ quality perception. Social media platforms such as Google reviews and hotel review blogs/websites were used to gather 400 public reviews. A Naïve Bayes machine learning Sentiment Analysis approach was used to identify critical areas to improve service delivery, customer relationship, and hospitality management in wellness resorts. Tangibility was identified as the most important dimension followed by empathy, assurance, reliability, and responsiveness. Assurance, empathy, and reliability have the most negative sentiments shared by tourists. Food quality, rooms and accommodation facilities, safety and security, attitude towards customer complaints, the behaviour of the staff, error-free services, and proper training are areas upon which Indian wellness resorts should focus. This study intends to identify additional constructs in future research and build robust models to actively rank the important factors for better customer engagement. Research findings may support managers and policymakers to identify areas of improvement to help them develop the wellness resorts in India.

TOURISM AREA LIFE CYCLE: Historiographic interpretation of Reguliersdwarsstraat as LGBT tourist territory in Amsterdam

Urban destinations concentrate on the largest amount of entertainment for LGBT Tourism (Lesbian, Gay, Bisexual, Transgender). Amsterdam (Netherlands) has several images and stereotypes that project it as a recognized gay-friendly tourist destination, motivated by the attributes associated with freedom, nightlife, parties, and the traditional LGBT Pride Parade in boats (Canal Parade). This study presents the historical evolution of Reguliersdwarsstraat, known as Amsterdam's gay street from the perspective of LGBT tourist territory, with analyses for the model proposed by Butler (1980), Life Cycle of the Tourist Area. The netnographic study describes the path that culminates in a successful case, starting in the 1960s, declining in 2010, and rejuvenating soon thereafter. The considerations point out that the existence of LGBT territories, such as Reguliersdwarsstraat, broadens the diversity of attractions for the tourist, a factor that contributes to the development of this niche.

Consumer reactions towards femvertising: a netnographic study

PurposeThis paper identifies consumer reactions towards female empowerment in advertising in order to explore the supporting arguments for criticisms of lack of authenticity and the figuring of sexist stereotypes.Design/methodology/approachThe authors conducted a multi-case study research with content analysis of 905 coded online comments in a video hosting website towards four femvertising campaigns.FindingsResults indicate that femvertising plays an important role in the emotional connection between women and brands, but consumers may react negatively to femvertising when brands do not show knowledge about the real feminist values, maintaining sexist stereotypes. Consumers also blame companies of hypocrite and exploitation to sell products if there is not authenticity and brand-cause fit.Originality/valueFemvertising appears as a consequence of cultural changes and corporate social responsibility in order to engage women consumers. This paper contributes with explanations to sustain the dichotomic reactions towards femvertising, showing evidence of why some people react favourably and other people react negatively.

Scripts and Sexual Markets of Transgender People on Online Dating Apps: A Netnographic Study

In recent years, the LGBT community has seen an exponential increase in the use of specific online dating apps ( e.g. Grindr and Wapa), designed to encourage meetings and affective or sexual exchanges, that have partially disrupted the traditional way of approaching studies on non-regulatory sexuality. Indeed, they changed the very meaning that some terms assumed in the past, such as “LGBT community” or “Rainbow Community” (Masullo, Gianola, 2017; Masullo, Coppola, 2020; Bacio, Peruzzi, 2017). This study aims to answer some research questions: how transgender people use the meeting apps ( e.g. Grindr, Wapa, Badoo); which dating apps are most used by T people and how these new “communicative and intersubjective spaces” influence, orient and determine the defining processes related to gender expressivity and sexual script construction; to what extent these channels constitute spaces to meet emotional and sexual needs; and whether these spaces reflect the same discriminatory dynamics that T people experience in offline reality. This research has shed light on how the ambivalence of dating apps for T people. On the one hand, they are places of emancipation; on the other, they perpetuate the exclusion mechanisms experienced offline. The choice of a platform is crucial from an identity point of view and it roughly reflects the perceived stage of the user’s transition process. The app is regarded as a place to find confirmation and recognition of their newly acquired identity.

‘Fuck Them Walla’: Girls’ Resistance Within Racialized Online Assemblages

Inspired by Deleuze and Guattari, this article details how racial minority girls, and those around them, affectively respond to and resist racialization and different forms of racist aggression online. The material draws on a larger netnographic study of young teens on a public social media platform in Sweden and demonstrates how these girls, as well as their racialized peers, are ‘othered’ through direct, indirect and repeated aggression. I explore how instances of resistance work in various ways to reject, re-appropriate and renegotiate racist assemblages where differing racialized figures are affectively produced and enforced in direct and indirect ways in online interaction. Through this, the study contributes to knowledge on girls’ resistance to racialized aggression online, as well as how racism works affectively in youths’ everyday online interaction.

FROM PANDEMICS TO INFODEMICS: A NETNOGRAPHIC ANALYSIS ON A COVID-19 FACEBOOK SITE

This study aims to gain insight into Covid-19 infodemic in online communities. For this purpose, a netnographic study was conducted on a Covid-19 specific Facebook site broadcasting in Turkish language. In this context, what kind of content people are exposed to on this site, how they react to the contents and participate in discussions, and how these content, and discussions differ from those around the world were examined. As a result of the thematic coding, it was seen that the themes concentrated on 9 main themes: Precautions, Emotions, Government / Governance, Medicine / Science, Conspiracy Theories, Media, Risk, Business / Money, Ideology, and Religion. When examined in terms of variety and nature, it was seen that the content shared on the site and the discussions shape mainly around masks, Bill Gates, and irony / mockery expressions.

Social media influencers and transgressive celebrity endorsement in consumption community contexts

PurposeThis paper aims to elucidate instances whereby celebrity endorsements by social media influencers (SMIs) embedded within online consumption communities are perceived as transgressive by their fellow community members. In doing so, this study provides insights into the new challenges and considerations that such community contexts present for celebrity endorsement.Design/methodology/approachThe research team conducted a longitudinal, netnographic study of the YouTube beauty community, involving an initial phase of netnographic immersion followed by an investigative netnography that examined community members’ response to celebrity endorsements by 12 SMIs within the community.FindingsThis study identifies five recurring celebrity endorsement transgressions, each violating an established moral responsibility within the community. The paper explores how community members attribute responsibility for transgressive endorsements and identifies consequences for both the SMI and the endorsed brand.Research limitations/implicationsThis study focused on a single consumption community, developing a deep understanding of the distinct moral responsibilities that shape the reception of celebrity endorsements within this context.Practical implicationsThe paper presents managerial recommendations that will aid both SMIs and brands in implementing celebrity endorsements that avoid communal perceptions of transgression.Originality/valueThe analysis extends prior study on celebrity endorsement by SMIs by explaining when and why SMI endorsements are likely to be perceived as transgressive by the community and providing new insights into community member responses to transgressive SMI endorsements. It also extends wider theories of celebrity endorsement by highlighting the influence of consumption community contexts upon endorsement reception and examining consumer responses to celebrity endorsements perceived as transgressive in and of themselves.

When cocreation turns into codestruction

New creative paradigms are emerging where digital consumer communities become endeavours for the cocreation of value. This paper contributes to consumer innovation studies and the marketing literature by revealing that while competition in early-stage communities generates collaborative behaviours (i.e. cocreation process), beyond a certain threshold it enacts discontent (i.e. codestruction process). The empirical context concerns the complementary game modifications (“mods”) for video game engine platforms. The research adopts a multi-method methodological approach. A quantitative study shows that an expansion of online consumer innovation communities initially motivates consumer towards cocreation but the competitive pressure exerted by the raising number and quality of already existing mods limits the innovation process. A qualitative netnographic study unveils that the motives for the decline of consumers content generation lies in the perception of misbehaviours within the community in terms of lack of support, content appropriation, planned obsolescence, stealing, fierce competition, toxic behaviours, addiction to modding and exploitation.

AMPLIFICATION OF ISLAMIC DOCTRINES IN HADITH MEMES PROHIBITION OF WOMEN TRAVELS WITHOUT A MAHRAM ON INDONESIAN SOCIAL MEDIA

This paper is a netnographic study of hadith memes prohibition women from traveling without mahram on Indonesian social media. there are three main questions that are in focus: 1) how does classical literature record hadiths related to this theme? 2) how does this hadith exist in memes on Indonesian social media? 3) how did this phenomenon give birth to the amplification of Islamic doctrine? By using content analysis, this study shows: 1) the hadith in this theme is a hadith that is widely known among the Companions of the Prophet and the gatherers of the hadith, and is considered mutually reinforcing, 2) on social media, the hadith exists in various memes; besides the media factor, also the factors of its users which still carry theological aspects, 3) the massive spread of memes in this theme triggers the creation of the Islamic doctrine, and has an effect on the neglect of other more essential aspects of Islamic doctrine. This study also found that the existence of the meme hadith is a re-actualization of classical discourse that is intended as resistance to a variety of religious social phenomena that are deemed deviant, especially in relation to women's freedom in the public sphere. To this point, it must be acknowledged that the memes that are spread are methodologically problematic or irrelevant in a contemporary context. Beyond these findings, the existence of memes with different interpretations but in limited quantities and intended as a counter to memes that have been widespread will further enrich the discourse of hadith studies. Keywords: hadith, memes, netnographic study, mahram

Netnography : Gojek Marketing Strategy Analysis Through YouTube Social Media.

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The anti-ageing secret of massively multiplayer online game: Managing its lifecycle

It is estimated that from 2015 to 2025, the Global Multiplayer Online Game (MMOG) market will be growing at a compound annual growth rate of 10.2%. However, rapid market changes have shortened the lifespan of many MMOGs. This market phenomenon may demotivate prospective market players and thus decelerate the market growth. To address the lifespan issue, we conducted a netnographic case study on ‘TalesRunner’, which has successfully operated for longer than many other MMOGs. Based on the data from over 5.2 million messages from its official forum, as well as data from different secondary sources, we established a lifecycle model of MMOG in conjunction with the Technology-Organization-Environment (TOE) framework and offered theoretical implications for both MMOG and lifecycle theory. JEL Classification: M15

Insights into the real-life experiences of people living with epilepsy: A qualitative netnographic study

A qualitative netnographic study of epilepsy conversations posted on public social media sites over a 12-month period was conducted in order to identify key themes and issues for people living with epilepsy (PWE). A total of 264,706 conversations posted online between 03 November 2018 and 03 November 2019, which had originated in the UK, Spain, France, Italy, and Germany, were identified using pre-defined and piloted search terms. A random sample of these posts was then analyzed using natural language processing, and qualitative in-depth and contextual analysis. Key themes that emerged related to: disease awareness among the general public; the psychological and physical impact of seizures; the importance of ensuring proper sleep; understanding disease burden through time; finding treatment and managing side effects; and dealing with depression and anxiety. People living with epilepsy highlighted that seizures have a significant impact on mental as well as physical health and can cause limitations to all aspects of life. Fear of having a seizure in public is a major concern for PWE and the anticipation of seizures can worsen anxiety, causing patients to limit social interaction and often leading to social isolation, which may further exacerbate anxiety and depression. People living with epilepsy therefore advocate that greater attention be paid to the mental health impact of epilepsy. Treatment and its side effects were also a major aspect of the online conversation of PWE. Some PWE believe there is a lack of awareness or sensitivity among healthcare professionals, who may underestimate their concerns or not take sufficient time to discuss their needs. These findings therefore help sign-post issues of importance to PWE and areas in which their care may be improved.

Understanding Sporting Social Media Brand Communities, Place and Social Capital: A Netnography of Football Fans

The emergence of social media and digital channels have expanded communication practices and also created new, virtual spaces where sports fans can interact and communicate directly with each other and with clubs. This article examines the potential for social media brand communities to develop a sense of both community and place amongst sports fans. It explores their influence in placemaking initiatives through the bonding and bridging social capital of a football club’s supporters. A netnographic study of a football club’s supporter networks (five channels) and their interactions with social media brand communities was performed. Data gathered from online sources was underpinned by interviews with 25 members of the community. Findings were analysed via NVivo using bridging and bonding social capital as a theoretical lens. The paper makes two primary contributions to knowledge. It enhances our understanding of the impact of SMBCs and their use in a sporting context—an area that has become increasingly significant during the COVID-19 pandemic enforced lockdowns that have kept fans out of venues. It also contributes to our understanding of the influence of placemaking strategies upon the social capital of supporter communities.

The physical and the virtual in urban tourist practices—The case of Buenos Aires, Argentina

<p class="a">In recent years, Buenos Aires has become one of the main destinations in Latin America. Promoted as the cultural capital of the region, attractive places to stroll around as well as cultural experiences are advertised to attract tourists. On the other hand, the practice of tourism has changed and the current traveler uses virtual tools that help him to know and interact with a tourist destination. Under these premises, this paper observes the role of the virtual and the physical/experiential in the construction of Buenos Aires as a tourist destination. In this sense, the question arises: What city is constructed by the websites, social networks and the tours that pass through it? How is this city physically and virtually practiced? Through the ethnographic and netnographic study that includes the inquiry of virtual media linked to local tourism and the observation of tours that travel through the city, the interaction of the physical and the virtual in tourist Buenos Aires will be analyzed. </p>

Digital zakāh campaign in time of Covid-19 pandemic in Indonesia: a netnographic study

Purpose Despite the COVID-19 recession, the collection of zakat (almsgiving) managed by the National Board of Zakat Republic of Indonesia (BAZNAS RI) has increased, especially during Ramaḍān 1441 Hijra. Previous works show a positive relationship between digital zakat campaign and zakat collection. This paper aims to study the means of digital zakat campaign during COVID-19 outbreak. This topic is theoretically and practically important in the emerging debate of Islamic marketing, notably in Islamic social finance field. Design/methodology/approach This paper uses a qualitative research approach. A case study is engaged in the selection of BAZNAS RI for a detailed discussion of a zakat organisation. Meanwhile, a netnographic approach is used to analyse the number of 549 posts from BAZNAS RI’s social media, which are Facebook, Instagram, Twitter and YouTube. Furthermore, a qualitative software analysis of NVivo 12 Plus is used in performing the analytical procedures. Findings This work explains the means of digital zakat campaign during COVID-19 outbreak with a case of BAZNAS RI. It is identified the number of 6 parent nodes and 64 child nodes from the analysis using NVivo 12 Plus. The authors’ parent nodes are “donation”, “infaq” (Islamic spending for charities), “Ramaḍān matters”, “ṣadaqah” (voluntary charity), “virtual events” and “zakat”. These nodes detail digital campaign of BAZNAS RI posted in its social media during COVID-19 period in Ramaḍān. A theoretical implication of inclusive marketing is derived from the analysis. It explains that the inclusiveness of digital contents is practically significant in campaigning zakat as a religious obligation that contributes to social and financial benefits. Research limitations/implications This paper does not claim a positivist perspective on the relationship between digital zakat campaign and zakat collection. Instead, this paper explores in-depth the practice of digital zakat campaign, which the previous study confirms its association with a muzakki’s (Muslims who are obliged to pay zakat) decision to pay zakat. Practical implications This paper establishes the Islamic marketing theory that is derived from industrial practices. The inclusiveness of digital contents in zakat campaign is critical in activating zakat as a religious obligation that authentically shapes the social and economic processes of a Muslim community. This theory is practically important for 'amils (employees) of zakat institution who work in the marketing division, chiefly to create such contents to post in social media. Social implications The authors’ node of zakat distribution for COVID-19 relief indicates the importance of a formalised zakat institution to actualise zakat’s role in handling socioeconomic problems. Thus, paying zakat formally in an authorised organisation may contribute to a greater social contribution and maṣlaḥah (public interest) than paying it informally without any effective measurement. Originality/value This study contributes to the novelty in the Islamic marketing debate within two folds. First, this paper is among the pioneers in studying digital zakat campaign during COVID-19 outbreak by using a netnographic approach. Therefore, a theoretical implication derived from industrial practices is contributed. Second, this paper details the steps in using NVivo 12 Plus to analyse the unstructured data sampled from the internet. The future studies may thus refer to this work to understand the application of netnography and the procedures in analysing data from social media using this software.

#Metoovertising: the institutional work of creative women who are looking to change the rules of the advertising game

ABSTRACT In the wake of #MeToo, the ad industry is coming to terms with its own issues of sexual harassment. We therefore explore the institutional work of actors who are constrained by these gendered institutional arrangements and consider how they might be involved in changing the sexist attitudes and behaviours prevalent in ad agencies. We consider the work of Les Lionnes, a collective of women working in French advertising agencies, who form a boundary organisation to address sexual harassment in the French advertising industry. By conducting critical discourse of their 2019 poster campaign, together with a netnographic study of their social media sites and an interview with its founder, we identify how advertising is used to expose the sexist attitudes and behaviours embedded in discourse and challenge the continued legitimacy of institutional logics. The success of this work may be further enhanced when it is aligned with a wider social discourse, such as #MeToo. We therefore conceptualise the advertising undertaken by Les Lionnes as institutional work which seeks to expose sexual harassment and abuse within the ad industry. We call this novel form of advertising #Metoovertising.

On Social Behavior and Ideology of University Students on WeChat: A Netnographic Study in China

On Social Behavior and Ideology of University Students on WeChat: A Netnographic Study in China

Sports gamers practices as a form of subversiveness – the example of the FIFA ultimate team

ABSTRACT The video game FIFA (Electronic Arts) is an annually released title with a very profitable FIFA Ultimate Team (FUT) mode backed by a large community of gamers. This article demonstrates that they are subversive consumers based on a fan studies approach. The netnographic study was conducted over two years on the official FUT forum and supplemented with analysis of online news services and different web archives. It revealed that players do not want to give up “control” over the game and “clash” with producers on several fronts. They criticize the game, mainly the micropayments and other EA practices, considering them manipulations. This has given rise to subversive practices, including illegal ones from the company’s point of view. The author distinguishes three levels of activities, showing the intricate relationships between players and producers. Until now, little attention has been paid to meanings that gamers attribute to sports games and their consequences for producers.

Experiencing social civism and women freedom as tourists’ motivation: Results from a netnographic study in the Moroccan context

Experiencing social civism and women freedom as tourists’ motivation: Results from a netnographic study in the Moroccan context