Analyzing Web 2.0 Internet Users in Order to Drive Innovation in Distribution Strategy of Luxury Watches

Dubosson, Magali; Broillet, Alexandra

doi:10.2139/ssrn.1126222

Cited by 1 publication

(1 citation statement)

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“…The importance of the linguistic dimension of marketing research has been recognized by academics in the fi eld, as seen in the following comment by Kozinets (2002: 67): "Understanding the language of consumer segments and its specifi c underlying social motivations is a key aspect to achieving the market orientation." However, marketing studies that implement a netnographic approach have typically been limited to a qualitative content analysis of virtual interactions among consumers, without focusing on their particular language features (see Kozinets 2002, Dubosson/ Broillet 2008, de Valck et al 2009. To address this gap, concepts and instruments from the fi eld of linguistics, specifi cally corpus linguistics, can be proposed as a method to systematically analyse language used to describe products and brands in online consumer discourse.…”

Section: Interdisciplinary Approaches To Accessing Datamentioning

confidence: 99%

Challenges and Opportunities in Accessing Discourse Data in Business Settings: Some Reflections on Research Experiences

Camiciottoli

2015

HJLCB

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<p>This article offers some refl ections on research experiences in relation to both challenges and opportunities involved in gaining access to authentic corporate data, also in situations where direct personal contacts within companies are lacking. Business organizations are highly intent on protecting their confidentiality and sensitive information, and are thus notoriously reluctant to open their doors to ‘outsiders’. Clearly, this sceptical attitude represents a challenge for discourse analysts who focus on business genres that are produced within companies. The discussion will also include insights gleaned from contacts with a professional who operates externally to companies, but was nonetheless able to shed interpretive light on the results of an analysis and possible motives behind access challenges, while suggesting strategies for going forward. With reference to opportunities, I reflect on an interdisciplinary research experience with colleagues from the field of marketing that provides a fresh perspective on acquiring data in a non-intrusive way. This research highlights the fruitful combination of marketing research processes and in-depth language study in order to collect and analyse data of interest to companies, while exploring new ways to connect business discourse research with professional practice.</p>

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Section: Interdisciplinary Approaches To Accessing Datamentioning

confidence: 99%

Challenges and Opportunities in Accessing Discourse Data in Business Settings: Some Reflections on Research Experiences

Camiciottoli

2015

HJLCB

View full text Add to dashboard Cite

show abstract

Analyzing Web 2.0 Internet Users in Order to Drive Innovation in Distribution Strategy of Luxury Watches

Cited by 1 publication

References 13 publications

Challenges and Opportunities in Accessing Discourse Data in Business Settings: Some Reflections on Research Experiences

Challenges and Opportunities in Accessing Discourse Data in Business Settings: Some Reflections on Research Experiences

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