The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities
DOI: 10.1509/JMKR.39.1.61.18935
关键词: Ethnography 、 Public relations 、 Netnography 、 Advertising 、 Openness to experience 、 Online advertising 、 Focus group 、 Marketing research 、 Psychology 、 Brand community 、 Qualitative research
摘要: … and corporate Web sites, consumers are using newsgroups, … communities, and contact fellow consumers who are seen as … An understanding of coffee meanings can be gleaned from a …
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