Netnography and Digital Community of Facebook: an Empirical Study
Keywords:
Netnography, Digital Community, Facebook, Social Media, Google Analytics, online analytical tool
Abstract
Netnography, a field of ethnography is a qualitative research methodology based on specific techniques and pragmatic approaches. Experiences demonstrated through online communication and observation of participants are highlighted by this interpretive research method. This research will examine the effects of Facebook in developing the trust of consumers, movements of Netnography, and their use among the Facebook community. This research aims to explore the possibility of Facebook ethnography while considering the existing literature and its examination as both a research tool and an engaging platform. The research will also give the perspective of using online analytical tools like Facebook analytics or Google Analytics for integration.
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References
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2. Anon., 2010. Netnography: A Method Specifically Designed to Study Cultures and Communities Online. The Qualitative Report, 15(5), pp. 1270-1275.
3. Ardley, B. & May, C., 2019. The adult fans of Lego and their online communities: Proposing a brand culture typology. McIntosh, Research Gate.
4. Chiu, C. M. & Huang, H. Y., 2010. Antecedents of online trust in online auctions. Electronic Commerce Research and Application, , 9(2), pp. 148-159..
5. Green, C. A. & Duan, N., 2015. Approaches to Mixed Methods Dissemination and Implementation Research: Methods, Strengths, Caveats, and Opportunities. Adm Policy Ment Health., September, 42(5), p. 508–523.
6. Ho, C.-W., 2014. Consumer behavior on Facebook: Does consumer participation bring positive consumer evaluation of the brand?. EuroMed Journal of Business, August.9(3).
7. Kaplan, A. M. & Haenlein, M., 2010. “Users of the world, unite! The challenges andopportunities of social media. Busines Horizons , 53(1), pp. 59-68.
8. Keen, S. & Todres, L., 2007. Strategies for Disseminating Qualitative Research Findings: Three Exemplars. Setember .8(3).
9. Kozinets, R. V., 1999. E-Tribalized Marketing?: The Strategic Implications of VirtualCommunities of Consumption.. European Management Journal, 17(3), pp. 252-264..
10. Kozinets, R. V., 2015. Netnography. The International Encyclopedia of Digital Communication and Society, Feburary .10(1002).
11. Kozinets, R. V., 2015. Netnography. In: The International Encyclopedia of Digital Communication and Society. s.l.:s.n.
12. Kozinets, R. V., 2020. Communication, Presenting, and Publishing you Netnography. In: Netnography: The Essential Guide to Qualitative Social Media Research. 3rd ed. Los Angeles: SAGE Publications Ltd., p. 383–414.
13. Lang, B. (2010), “Ipsos OTX study: people spend more than half their day consuming media”, The Wrap, September 20, available at: www.thewrap.com/media/column-post/people-spend-more-12-day-consuming-media-study-finds-21005/ (accessed 25 July 2014)
14. McAlexander, J., 2002. Building brand community. Journal of Marketing, 66 (1), pp. 38-54..
15. Plunkett, F., 2013. To explore the efficacy of Facebook as a platform for a stage-matched smoking cessation intervention – a Netnography. A social marketing study, p. 87.
16. Sandlin, J. A., 2006. Netnography as a consumer education research tool. International Journal of Consumer Studies, 31(3), pp. 288-294.
17. Shamim, M. M. I. (2016). Opportunities in BPO Sector for Youth: Study of Bangladesh. Business Review Bangladesh, 5(1 & 2), 25–30.
18. Shamim, M. I. (2022). Exploring the Success Factors of Project Management. American Journal of Economics and Business Management, 5(7), 64-72.
19. Shamim, M. I. (2017). Leveraging Social Media for Human Resource Development led ICT Sector Development in Bangladesh. Business Review Bangladesh, 6(1), 74–85.
20. Shamim, M. I. (2022). IT Skills Development Project and Economic Development in Bangladesh. Academic Journal of Digital Economics and Stability, 19(7), 13-21.
21. Shamim, M. I. (2022). The Effects of COVID-19 on Project Management Processes and Practices. CENTRAL ASIAN JOURNAL OF THEORETICAL & APPLIED SCIENCES, 3(7), 221-227.
22. Sharma, R. & Alavi, S., 2017. Generating trust using Facebook-A study of 5 online apparel Brands. Procedia Computer Science, 122(1), p. 42–49.
23. Solem, B., 2016. The role of customer brand engagement in social media: conceptualisation, measurement, antecedents and outcomes. International Journal of Internet Marketing and Advertising, 10(4), p. 223.
24. Vannini, P., 2019. How to Create and Disseminate Ethnographic and Qualitative Research to Wide Audiences. In: Doing Public Ethnography. 1st ed. s.l.: Routledge, p. 166.
Published
2022-08-30
How to Cite
Shamim, D. M. M. I. (2022). Netnography and Digital Community of Facebook: an Empirical Study. Central Asian Journal of Theoretical and Applied Science, 3(8), 137-143. Retrieved from https://cajotas.centralasianstudies.org/index.php/CAJOTAS/article/view/907
Section
Articles
