Leading Edge Users and Latent Consumer Needs in Electromobility: Findings from a Nethnographic Study of User Innovation in High-Tech Online Communities

Pollok, Patrick; Piller, Frank T.; Lüttgens, Dirk

doi:10.2139/ssrn.2412081

Cited by 10 publications

(19 citation statements)

References 59 publications

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“…which is, according to Kozinets (2012) and Pollok et al (2014), the most significant strength of this method. P6 noted some of the other advantages that this method provides marketers, such as:.…”

Section: Data Analysis and Findingsmentioning

confidence: 95%

“…Costello et al (2017) and Pollok, Lüttgens, and Piller (2014) recognize numerous misconceptions about netnography and its procedures. They have noticed that a number of researchers consider any analysis of interaction in online communities to be a netnographic approach.…”

Section: Relevant Literaturementioning

confidence: 99%

“…According to Costello et al (2017), even the self-identified netnographers have a tendency to narrow the scope of its procedures—they select easy-to-collect data and easier analyzing techniques. This has created a need for future studies to report on and discuss netnography’s procedures (Pollok et al, 2014).…”

Section: Relevant Literaturementioning

confidence: 99%

“…In addition, Pollok et al (2014) considered the method to be significant in creating innovative designs. The fashion designers, however, did not agree with such a statement.…”

Section: Data Analysis and Findingsmentioning

confidence: 99%

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Netnography as a marketing research tool in the fashion industry in Southeast Europe

Xharavina

Kapoulas²,

Miaoulis³

2019

International Journal of Market Research

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In the past decades, marketing has been revolutionized by digital sources, which provide marketers with rich information on potential consumers. Consequently, this article explores the evolving opportunities that online communities present to marketers in collecting consumer insights. It advances Southeast Europe’s marketing researchers’ understanding of netnography by introducing them to its concept, procedures, and implications. This study triangulates the data through utilizing seven one-to-one in-depth interviews with fashion designers, employing two focus groups with fashion consumers who actively congregate in online communities, and through conducting netnography on a fashion-related online community. This article demonstrates netnography practices, and experiences with the goal of having fashion designers and marketers understand its potential as an efficient method for providing effective qualitative market intelligence. It shows that netnography is a relatively easy, cost-effective and time-efficient approach, and it supports brand development through achieving a better understanding of consumer perceptions. Overall, netnography has great potential as a marketing research tool. Online fashion community members’ views support it as most of them prefer to participate in netnographic research. Nevertheless, the majority of fashion designers in Southeast Europe are not fully aware of the method and its exact procedures and, hence, avoid using it.

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Section: Data Analysis and Findingsmentioning

confidence: 95%

Section: Relevant Literaturementioning

confidence: 99%

Section: Relevant Literaturementioning

confidence: 99%

“…In addition, Pollok et al (2014) considered the method to be significant in creating innovative designs. The fashion designers, however, did not agree with such a statement.…”

Section: Data Analysis and Findingsmentioning

confidence: 99%

See 2 more Smart Citations

Netnography as a marketing research tool in the fashion industry in Southeast Europe

Xharavina

Kapoulas²,

Miaoulis³

2019

International Journal of Market Research

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“…In a study performed by Lüthje (2000), out of 2000 persons screened, 22 were identified as lead users, which is a low sample efficiency of 1.1%. The effectiveness studies indicate significant opportunities in increasing the efficiency of customer information extraction (Belz & Baumbach, 2010;Pollok et al, 2014).…”

Section: Literature Overviewmentioning

confidence: 99%

Automated feature extraction from social media for systematic lead user identification

Pajo

Vandevenne

Duflou

2016

Technology Analysis & Strategic Management

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, Dennis.Vandevenne, Joost.Duflou}@kuleuven.be Manufacturers strive to rapidly develop novel products and offer solutions that meet the emerging customer needs. The Lead User Method, emerging from studies on sources of innovation by the scientific community, offers a validated approach to identify users with innovation ideas to support rapid and successful new product development process. The approach has been more recently applied on online communities, where collection and analysis of rich user data are performed by expert practitioners. In this paper, feature extraction techniques are outlined, that enable automated classification and identification of lead users that are present in online communities. The authors describe two case studies to construct a classification model that is then used to identify online lead users for confectionery products, and to evaluate the outlined feature extraction techniques. The presented research points to opportunities in automated identification within the lead user approach that further reduce the resource and time costs.

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Social Media, Digital Methods and Critical Security Studies

Downing

2023

New Security Challenges

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Leading Edge Users and Latent Consumer Needs in Electromobility: Findings from a Nethnographic Study of User Innovation in High-Tech Online Communities

Cited by 10 publications

References 59 publications

Netnography as a marketing research tool in the fashion industry in Southeast Europe

Netnography as a marketing research tool in the fashion industry in Southeast Europe

Automated feature extraction from social media for systematic lead user identification

Social Media, Digital Methods and Critical Security Studies

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