Netnography

Kozinets, Robert V.; Nocker, Manuela

doi:10.1093/oso/9780198796978.003.0007

“…In this study, visual online ethnography (Kozinets 2015;Lotay 2016;Schwartz 1989) was used to distil knowledge from the AR and other images players post in Pokémon GO related social media sites (Twitter, Facebook, Instagram).…”

Section: Methodsmentioning

confidence: 99%

“…Expanding from the conventional field-based ethnography approach, digital ethnography is unique in that it is an ethnography in, of and through the web medium with ubiquity (Kozinets 2015). Various scholars suggest that online ethnography draws much on the procedures and considerations of traditional ethnography (Hine 2000;Skågeby 2008).…”

Section: Methodsmentioning

confidence: 99%

Unblurring the boundary between daily life and gameplay in location-based mobile games, visual online ethnography on Pokémon GO

Alavesa

¹

,

Xu

²

2020

Behaviour & Information Technology

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Observing blending of realities, daily life and gameplay in location-based mobile games is challenging. This study aims at observing this blending by targeting a vast number of images (N = 2432), which have been taken during gameplay of a well-known game, Pokémon GO. Images were collected from social media communities of Pokémon GO players in Twitter, Facebook and Instagram, and analysed using visual and online ethnography. To keep the sample size manageable for analysis, the images were collected only from Nordic Pokémon GO player communities in eight cities during 2016-2018. The findings show that the blending of daily life and gameplay is observable from the shared photos especially from the augmented reality screenshots which is why in this article the context of gameplay, both outdoors and indoors, in Pokémon GO is described in more detail than in previous studies.

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“…Kozinets (2010, p.1) defined netnography as "a form of ethnographic research, adopting the participant-observational approach and taking online interactions as its fieldwork". Netnography preponderates tourism research stream Wu and Pearce (2014), but Kozinets (2015) recommends Netnography methodology to researchers that work with social media and other online platforms.…”

Section: Methodsmentioning

confidence: 99%

Sentiment analysis of social commerce: a harbinger of online reputation management

Olaleye¹,

Sanusi

²

,

Salo

³

2018

IJEB

8

0

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Social media, a combination of socialization and media is diffusing and impacting different business sectors, and non-governmental organization globally. Social media coalesce traditional print and electronic media, and it is advancing the marketing mix most especially the communication marketing mix. Online reputation management is an extension of public relations, a long-time practice of organization image laundering through print and online media. This study argues that sentiment analysis of product or service evaluation is an antecedent of online reputation management. This study applies the hybrid technique to sort out social commerce customers' reviews, appraise the quality of the extracted data and identify the opinion that transpired between online retailing merchants and online customers. The framework proposed in this study will serve as a foundation and precedent for an effective online reputation management and stands to improve customer service. This study offers some managerial implications and indicates future research.

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“…Kozinets (2010, p.1) defined netnography as "a form of ethnographic research, adopting the participant-observational approach and taking online interactions as its fieldwork". Netnography preponderates tourism research stream Wu and Pearce (2014), but Kozinets (2015) recommends Netnography methodology to researchers that work with social media and other online platforms.…”

Section: Methodsmentioning

confidence: 99%

Sentiment analysis of social commerce: a harbinger of online reputation management

Olaleye¹,

Sanusi

²

,

Salo

³

2018

IJEB

0

View full text Add to dashboard Cite

Social media, a combination of socialization and media is diffusing and impacting different business sectors, and non-governmental organization globally. Social media coalesce traditional print and electronic media, and it is advancing the marketing mix most especially the communication marketing mix. Online reputation management is an extension of public relations, a long-time practice of organization image laundering through print and online media. This study argues that sentiment analysis of product or service evaluation is an antecedent of online reputation management. This study applies the hybrid technique to sort out social commerce customers' reviews, appraise the quality of the extracted data and identify the opinion that transpired between online retailing merchants and online customers. The framework proposed in this study will serve as a foundation and precedent for an effective online reputation management and stands to improve customer service. This study offers some managerial implications and indicates future research.

show abstract

Netnography

Cited by 35 publications

References 0 publications

Unblurring the boundary between daily life and gameplay in location-based mobile games, visual online ethnography on Pokémon GO

Unblurring the boundary between daily life and gameplay in location-based mobile games, visual online ethnography on Pokémon GO

Sentiment analysis of social commerce: a harbinger of online reputation management

Sentiment analysis of social commerce: a harbinger of online reputation management

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