... Xiaoxi Zhu xiaoxi.zhu@auckland.ac.nz 28 01 2025 11 08 2025 13 01 2026 01 04 2026 17 07 2026 11 08 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Consumer-Curated Post-Purchase Video (CCPPV) Netnography...

...Magdalena Marchowska-Raza; Robert V. Kozinets Purpose This paper aims to investigate the evolution and practical adoption of netnography as it is adapted to contemporary technological and institutional challenges. The case of the doctoral encounter with netnography provides a lens to reveal...

.... Blog posts Human–animal relationship Meat paradox Netnography Plant-based diets Sociocultural meanings Meat production and consumption raise significant concerns among consumers, animal rights advocates, environmentalists and public health officials regarding the mistreatment of animals...

... for the challenges of engagement overlap among PBCs. Findings This study proposes two methods of analysis, namely, “participatory netnography” and “witness netnography,” which are derived from a mixed-methodology approach that integrates elements of netnography. Research limitations/implications The findings...

... Licensed re-use rights only Consumer tribe Ideology Post-feminism Neo-Ottomanism Netnography Assemblage But she – her life was as cold as a garret the dormer – window of which looks on the north, and boredom, the silent spider, was weaving its web in the darkness in every corner of her...

... gap in whether these previous findings apply to corporate accounts. Design/methodology/approach Using netnography and interview data, this study analyzes Japanese corporate accounts on Twitter. Findings A corporate account’s identity is constructed under the influence of not only the brand...

... Publishing Limited Licensed re-use rights only Online brand community Sociosemiotics Discursive interactions Disney Netnography To date, marketing and consumer researchers have explored the role of social practices in online brand communities and how they contribute to the formation...

... who stayed in budget hotels and how pandemic has changed the expectations of its customer segment. Design/methodology/approach The current study uses netnography to examine customer experience of guests who stayed at budget hotels during the COVID-19 pandemic. A thematic analysis was conducted...

... ethnography, digital ethnography, netnography and the post-application programming interface ethnography. The integrative literature review adds clarity depicting the main premises and procedures of each method. The present analysis positions the different methods considering two dimensions: the focus...

... it, as well as the information stimuli and DI construction for tourists who visited the destination despite the threat of terrorism and those who changed their travel plan. Design/methodology/approach A Netnography and in-depth semi-structured interviews were carried out. The two qualitative studies offer...

... Laddering Consumer engagement Mixed methods Discourse analysis Laddering technique Atlas.ti Netnography The advent and consolidation of social media brand communities (SMBCs) presented both consumers and marketers with unique opportunities for interacting in real-time, thus bridging...

... 02 06 2019 20 06 2019 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Branding Selfie phenomenon Netnography Consumer relationships Social media only individual users were considered, and commercial, business, retail shops...

... rights only Facebook Social media Content analysis Netnography Currently, there are approximately 4 billion internet users in the world, i.e. 60 per cent of the global population (Itu, 2018), reconfiguring the human socialization processes, social relationships and empowering consumers...

... approach and to define the main cultural differences between the Old World and the New World in this respect. Design/methodology/approach The authors felt that netnography offered the most suitable qualitative method to capture the meaning of a winery experience in an international context. To this end...

... media in personal identity construction, sustenance and enactment, it is import to understand how such mediums enable researchers overcome inherent methodological complexities. Therefore, this paper contributes to literature on conventional ethnography, netnography and friendship theories by presenting...

... the discourse that is being communicated. One such avenue is through participation in an OBC. While it is apparent that research is growing in the OBC area, there are still areas of interest that have gained little attention. Design/methodology/approach – Data were collected using netnography...

... without succumbing to “fashion as obligation” (Definatalie). For example, Definatalie frankly discusses what she “conceals” (Figure 2): Female consumers Beauty Fashion Fat Queer Netnography Fatshionista Marketing Self actualization Consumer psychology Women Australia No one wants...

... the construct of customer experience. Design/methodology/approach The netnography method is utilized to validate a priori concepts that have been identified in the literature within the tourist industry in Egypt. Findings The results identified eight dimensions; comfort, educational, hedonic, novelty...

... participant can focus on the visual rather than look directly at each other. One example is Martin and Woodside (2011) who both conducted a netnography (Kozinets, 2010) of blogs and web pages and used photographs of the participants to further probe these tourists first impressions of Tokyo. In a study...

..., a condensed presentation of netnography employing critical discourse analysis (CDA) is provided. Findings A netnography fused with CDA suggests a reflexive process in which a range of sociocultural tensions in the globalization process of KPC dynamically hybridize and transform into new cultural tastes...