Applying netnography to the obtaining of the map of positioning for companies of food retail

Netnography is a specialized form of ethnographic research that has been adapted to the unique contingencies of various types of computer-mediated social interaction. With the tremendous growth in the number of Internet users in India, the potential of utilizing netnography to study various aspects of management and business has also increased. Several e-Commerce companies have started operating in India since 2007. Over time, the number of online consumers has also increased in India. Therefore it is important to know the online consumer behaviour towards e-Commerce companies operating in India. Keeping the above facts in view, this chapter proposes Netnogrpahy as an effective research method to assess online consumer behavior. The chapter not only helps in providing future agenda for research, but also presents a framework that may be adopted to carry out Netnogrpahy of e-commerce related websites in India.

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Developing a Research Framework to Assess Online Consumer Behaviour Using Netnography in India

Deka

Rathore

Panwar

2016

Advances in Marketing, Customer Relationship Management, and E-Services

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Developing a Research Framework to Assess Online Consumer Behaviour Using Netnography in India

2018

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Applying netnography to the obtaining of the map of positioning for companies of food retail

Abstract: Resumen:Las comunidades online se han convertido en un lugar de

Cited by 2 publications

References 7 publications

Developing a Research Framework to Assess Online Consumer Behaviour Using Netnography in India

Developing a Research Framework to Assess Online Consumer Behaviour Using Netnography in India

Developing a Research Framework to Assess Online Consumer Behaviour Using Netnography in India

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