Table II Ten most popular marketing... | Emerald Publishing

Table II

Ten most popular marketing topics to be researched using netnography

Topic	Topic examples	No. papers (%)	Service focus (%)	Article examples
Online communities	Cyberculture, knowledge sharing, consumer learning	47 (14.7)	Service: 21.3 Services: 19.1 None: 59.6	Laing et al. (2011), Stewart Loane and D’Alessandro (2014), Rokka and Moisander (2009)
Consumption experiences	Experience creation, experience dimensions	41 (12.8)	Service: 2.4 Services: 78.1 None: 19.5	Kerrigan et al. (2014), Guesalaga et al. (2016), Hamilton and Hewer (2009)
Brand communities	Brand relationships, anti-brand, social networks	28 (8.7)	Service: 25.0 Services: 0.0 None: 75.0	Hassan et al. (2016), Weijo et al. (2017)
Brand management	Product placement, brand ambiguity, luxury branding	23 (7.2)	Service: 13.0 Services: 8.7 None: 78.3	Brown and Patterson (2009), Quester and Fleck (2010), Nelson et al. (2004)
Co-creation	New product development, challenges, open innovation	21 (6.5)	Service: 95.2 Services: 0.0 None: 4.8	Kelleher et al. (2011), Gatzweiler et al. (2017)
Consumer identity	Identity construction, negotiation, and adaptation	17 (5.3)	Service: 0.0 Services: 17.5 None: 82.5	Pentina and Spears (2011), Hemetsberger (2005)
Authenticity	Perceived authenticity, authenticity negotiation	16 (5.0)	Service: 0.0 Services: 43.8 None: 56.2	Mkono (2012), Hartmann and Ostberg (2013)
Anti-consumption	Motive, stigma, activism, freeganism, simple living	13 (4.0)	Service: 30.7 Services: 0.0 None: 69.3	McArthur (2015), Nguyen et al. (2014)
Destination branding	Destination image formation, online destination image	12 (3.7)	Service: 0.0 Services: 100.0 None: 0.0	Dwivedi (2009)
e-WOM	Influence, trustworthiness, communication channels	10 (3.1)	Service: 10.0 Services: 30.0 None: 60.0	Andreassen and Streukens (2009) Liang and Scammon (2011) Ertimur and Gilly (2012)
Other topics	Value, decision-making, emotions, storytelling	93 (29.0)	Service: 10.7 Services: 19.4 None: 69.9	Medberg and Heinonen (2014) Wu and Pearce (2016) Kjellberg et al. (2015)
Total		321 (100.0)

Topic	Topic examples	No. papers (%)	Service focus (%)	Article examples
Online communities	Cyberculture, knowledge sharing, consumer learning	47 (14.7)	Service: 21.3Services: 19.1None: 59.6	Laing et al. (2011), Stewart Loane and D’Alessandro (2014), Rokka and Moisander (2009)
Consumption experiences	Experience creation, experience dimensions	41 (12.8)	Service: 2.4Services: 78.1None: 19.5	Kerrigan et al. (2014), Guesalaga et al. (2016), Hamilton and Hewer (2009)
Brand communities	Brand relationships, anti-brand, social networks	28 (8.7)	Service: 25.0Services: 0.0None: 75.0	Hassan et al. (2016), Weijo et al. (2017)
Brand management	Product placement, brand ambiguity, luxury branding	23 (7.2)	Service: 13.0Services: 8.7None: 78.3	Brown and Patterson (2009), Quester and Fleck (2010), Nelson et al. (2004)
Co-creation	New product development, challenges, open innovation	21 (6.5)	Service: 95.2Services: 0.0None: 4.8	Kelleher et al. (2011), Gatzweiler et al. (2017)
Consumer identity	Identity construction, negotiation, and adaptation	17 (5.3)	Service: 0.0Services: 17.5None: 82.5	Pentina and Spears (2011), Hemetsberger (2005)
Authenticity	Perceived authenticity, authenticity negotiation	16 (5.0)	Service: 0.0Services: 43.8None: 56.2	Mkono (2012), Hartmann and Ostberg (2013)
Anti-consumption	Motive, stigma, activism, freeganism, simple living	13 (4.0)	Service: 30.7Services: 0.0None: 69.3	McArthur (2015), Nguyen et al. (2014)
Destination branding	Destination image formation, online destination image	12 (3.7)	Service: 0.0Services: 100.0None: 0.0	Dwivedi (2009)
e-WOM	Influence, trustworthiness, communication channels	10 (3.1)	Service: 10.0Services: 30.0None: 60.0	Andreassen and Streukens (2009) Liang and Scammon (2011) Ertimur and Gilly (2012)
Other topics	Value, decision-making, emotions, storytelling	93 (29.0)	Service: 10.7Services: 19.4None: 69.9	Medberg and Heinonen (2014) Wu and Pearce (2016) Kjellberg et al. (2015)
Total		321 (100.0)