Dijital Çağda Pazar Araştırması: Etnografiden Netnografiye Geçiş Sürecinde Sanal Topluluklar ve Bir Araştırma
Year: 2023
Type: article
Abstract: Netnography is considered to be naturalistic, participatory, descriptive, multi-method, and adaptable, similar to ethnography. Netnography defines social media not only as a marketing tool, but also as a way to provide high-level consumer insights. When studies on netnography are examined, it has been observed that this method is mainly related to cultural codes. The basis and subject of netnography is ‘human’. Anthropology and sociology, which examines human beings and society, have also created the need to evaluate this study in relation to cultural codes. In the conducted research, netnography method was asked in detail to academics and professionals in the market research sector, and the opinions of both sectors were obtained regarding the position of netnography among marketing and market research methods, its advantages and disadvantages, and its application. In addition, responses were collected on virtual communities, the sociological structure of virtual communities, and their impact on marketing decisions. In this study, the views of industry professionals and academics were gathered with the aim of contributing to the decision-making process of digital marketing from a netnographic perspective. The findings indicate that the number of trained netnographers is insufficient. As a result, it has been identified that well-equipped and trained netnographers are needed for more effective use of netnography, which has advantages such as being appropriate to the era, making hard-to-reach accessible, being fast, requiring no resources and explaining the structure of virtual communities.
Source: DergiPark (Istanbul University)
Institutions: Marmara University, Dicle University
Language: Turkish
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W4414628896