No abstract

No abstract

Through social media applications, consumers are increasingly participating in information processes. When booking a journey, consumer opinions exchanged via modern media shape the reputation of enterprises like travel agencies and thus have a major impact on the decision to book a journey. Online market research is regarded as a crucial tool to steer these online discourses, with the emphasis on quantitative analyses. However, looking at the Web as a social forum can provide additional insights. Taking user-generated data has the advantage that it is collected within a natural setting. Webnography is an attempt to capture this information in a systematic way. Therefore, in this article, Computer-Assisted Webnography is presented as an innovative control method. It is based on the practical modification of ethnographic methods. Computer-Assisted Webnography is meant to combine quantitative and qualitative methods and merges both the approaches on a virtual working platform, so that the semiotic codes of any given target group can be extracted efficiently and precisely. The results shall be used to create individual reputation management strategies.

No abstract