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

Xharavina, Natyra; Kapoulas, Alexandros; Miaoulis, Georgios

doi:10.1177/1470785319859210

Cited by 14 publications

(5 citation statements)

References 43 publications

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“…These capabilities and characteristics of netnography support the rationale behind the prescription of the methodology instead of the popular decision tree and other extensively used techniques that are not enjoying similar benefits in insights and richness of data. Few of the recent influential publications that have entrusted and discussed the netnography technique as a tool to yield customer insights are Eaton and Pasquini (2020); Tavakoli and Wijesinghe (2019); Wang (2019a); Wang (2019b); Xharavina et al (2019); Lund et al (2019); Toledano (2017); Thanh and Kirova (2018); and Weijo et al (2014).…”

Section: Qualitative Consumer Research and Netnographymentioning

confidence: 99%

Investigation of customer churn insights and intelligence from social media: a netnographic research

Bhattacharyya

Dash

2020

OIR

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PurposeThe purpose of this paper is to investigate the distinct reasons and more common reasons that reduce customer satisfaction and are antecedents to customer churn behavior in the telecommunication industry.Design/methodology/approachThe study adopted the netnography approach to investigate churn behavior by utilizing online user-generated content in qualified social media communities.FindingsThe investigation revealed that “data speed issue”, “ineffective relationship building”, “service area coverage issues” and “billing issues” are some of the most important attributes that influence a consumers' decision to churn. Further, the churn consequence influencers model summarizes the attributes that contribute to overall dissatisfaction and finally results in churn behavior. The study found out the application of the netnography approach in a quantitatively dominant research area and stands out with its insights from a rich qualitative data.Practical implicationsProper clarification of customer expectations and pain points can help reduce customer churn. The study will serve as the basis for developing future churn prediction models that will contribute to the informed decision-making process.Originality/valueContributing to research on customer churn behavior, the study offers a novel attempt to study customer satisfaction and customer churn behavior jointly. The paper is the first attempt that contributes to the extant literature by adopting the unique qualitative approach to understand the reasons for telecommunication churn behavior in the emerging Indian market. Another contribution of this research is that the paper shifts the focus of the electronic word-of-mouth (eWOM) literature to the telecommunications industry, thus adding another block to ongoing research in eWOM communication.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/ OIR-02-2020-0048

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Section: Qualitative Consumer Research and Netnographymentioning

confidence: 99%

Investigation of customer churn insights and intelligence from social media: a netnographic research

Bhattacharyya

Dash

2020

OIR

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“…Additionally, this study utilized netnographyan online qualitative research method that studies consumer interactions and behaviours in online communities (Kozinets, 2002;Xharavina et al, 2020). It is a suitable approach for sensitive research topics, like metrosexuality in SEE (Costello, 2017).…”

Section: Netnographymentioning

confidence: 99%

Insights on Metrosexuality and Consumption for Marketers in South-East Europe

Magklaras¹,

Kapoulas²,

Xharavina

et al. 2023

International Journal of Market Research

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This article explores the emergence of metrosexuals among millennial men in five South-East Europe (SEE) countries and their subculture of consumption. It qualitatively studies their beliefs about masculinity and metrosexuality, and it identifies their purchasing behaviours’ of grooming products online and offline by employing digital extended self-theory to provide strategic guidance for marketers and new insights for academics. This qualitative study includes ten semi-structured in-depth interviews and one hundred qualitative open-ended questionnaires. Additionally, it employs netnography to analyze the subculture of consumption of male metrosexuality in two representative blogs. The findings reveal that SEE millennial men embrace a dual identity, a traditional masculine identity, which co-exists with their metrosexuality, creating an emotional conflict as they differ along an accepted to extreme continuum. Metrosexual men are heavy users of personal grooming products favouring online purchasing (1) due to the frequent lack of retail availability in SEE countries and (2) their sense of embarrassment––the underlying emotional conflict. This study directly challenges the existing academic literature, which supports the dominance of traditional masculine identity among developing countries. For both marketers and academics, it presents a different market reality. Metrosexual males show a distinctly different self-identity online from offline. Social media provides them with a safe space, which is often subject to public embarrassment in offline settings. These findings have note-worthy implications for marketing practitioners including communication messaging, social media strategy, brand identity and presence, and product development. They provide insights for both practitioners and academics regarding the subculture of consumption of metrosexuals in the historically macho male-dominated SEE regions.

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“…This is why brands must engage in meaningful conversations in order to build a strong association with their users. Kapoulas et al used Netnography as a tool to study the Fashion industry in the South East which concluded that brands which follow a proper schedule of uploading their content online were more likely to generate sales (Kapoulas et al, 2020). Dwivedi et al recognise three types of Facebook groups: Associative, Aspirational and Advertising and concluded that associative groups have the most credible exchange of communication between the brand and the community (Dwivedi et al, 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

Facebook Official Pages as Sites of Market Development: A Comparative Netnographic Study of Canva and Visme

Marisha¹,

Rohita²

2023

J. Professional Business Review

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Purpose: The study examines the online brand image development and user engagement strategies adopted by Canva and Visme. Both of these companies provide graphics-based online design tools that can create impressive visual assets without needing graphic design experience. The study also investigates how these brands communicate with their subscribers, and their notable strengths and weaknesses. Theoretical Framework: The research The study utilises Netnography or virtual ethnography, a term given by Kozinets in 2015. It simply means the study of social interaction i.e. digital communication. Interactions between groups provide a ready data set for companies to analyse in order to establish a sound marketing strategy. Design/Methodology/Approach: The data was collected through observation and extraction of archival data from 2017 to 2022. Findings: The findings indicated that Canva has mastered the social media marketing campaign as its market reach has exceeded Visme. Both of these companies started around the same time, but Canva has managed to stay ahead of its main competitor in terms of user engagement and number of subscribers. Research, practical and social implications: The study offers a strong pedestal in the choice of marketing strategies to be adopted on social media. Understanding the target audience, its choices and cultural habits are pivotal to having a successful campaign. Originality/Value: This type of comparative research has yet to be done before where a netnographic study has been conducted on the Facebook pages of two companies offering the same services in the field of design.

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

Cited by 14 publications

References 43 publications

Investigation of customer churn insights and intelligence from social media: a netnographic research

Investigation of customer churn insights and intelligence from social media: a netnographic research

Insights on Metrosexuality and Consumption for Marketers in South-East Europe

Facebook Official Pages as Sites of Market Development: A Comparative Netnographic Study of Canva and Visme

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