Abstract
Since the emergence of internet technology, it has continuously grown and expanded multiple opportunities from communications to social media, entertainment, e-commerce and many more. This development has led to increasing interest in online consumer and marketing research. Prior chapters described methods such as conducting individual interviews and focus group interviews via online channels. However these represent only an extension of the current data collection techniques using new channel of communications. But as people today spend a lot of time interacting in the online world, the online social setting has become another important area to explore, particularly with extensively rich qualitative data such as people’s conversations, blogs, comments, photos and video sharing. Moreover, it has provided a platform for people around the world to connect and form a new type of community.
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Nuttavuthisit, K. (2019). Netnography. In: Qualitative Consumer and Marketing Research. Springer, Singapore. https://doi.org/10.1007/978-981-13-6142-5_8
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