Fields of netnographic marketing studies
| Field | No. papers (n = 321) | ||||
|---|---|---|---|---|---|
| Service (%) | Services (%) | None (%) | All (%) | Article examples (involving service, services, or none) | |
| Consumer research | 23 (7.2) | 21 (6.5) | 93 (28.9) | 137 (42.6) | Füller et al. (2007), Kozinets (2002), Närvänen et al. (2013) |
| Branding | 14 (4.4) | 3 (0.9) | 50 (15.6) | 67 (20.9) | Schau et al. (2009), Oakes et al. (2013), Brown et al. (2003) |
| Marketing (general) | 17 (5.3) | 11 (3.4) | 32 (10.0) | 60 (18.7) | Chandler and Chen (2016), Keeling et al. (2013), Cocker and Cronin (2017) |
| Tourism | 2 (0.6) | 51 (15.9) | 4 (1.3) | 57 (17.8) | Tussyadiah and Fesenmaier (2009), Hamilton and Alexander (2017), Luo et al. (2014) |
| Total | 56 (17.5) | 86 (26.7) | 179 (55.8) | 321 (100.0) | |
| Field | No. papers ( | ||||
|---|---|---|---|---|---|
| Service (%) | Services (%) | None (%) | All (%) | Article examples (involving service, services, or none) | |
| Consumer research | 23 (7.2) | 21 (6.5) | 93 (28.9) | 137 (42.6) | |
| Branding | 14 (4.4) | 3 (0.9) | 50 (15.6) | 67 (20.9) | |
| Marketing (general) | 17 (5.3) | 11 (3.4) | 32 (10.0) | 60 (18.7) | |
| Tourism | 2 (0.6) | 51 (15.9) | 4 (1.3) | 57 (17.8) | |
| Total | 56 (17.5) | 86 (26.7) | 179 (55.8) | 321 (100.0) | |
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