Netnography. Amazing Upheaval in Marketing Research

      Аннотация: In many scientific researches, whether quantitative or qualitative, the researcher seeks some basic assumptions about achieving a valid research. For this purpose, knowledge of these assumptions is essential to select the appropriate method in research, because the researcher's theoretical views play an important role in choosing the research method. In addition, factors such as the nature of the study environment, the research problem, the limitations of the research and the appropriateness between the subject matter and methodology are among the factors that are very decisive in determining the research approach. In marketing and consumer behavior research, both academically and commercially, the theoretical perspective of researchers has shifted to quantitative approaches and their efforts to achieve statistical data and analyze cause-effect relationships or correlations between components and Phenomena have been the ultimate goal of many marketing researches. But in recent years, a new approach as a qualitative approach to achieve results in operational marketing research as well as academic scientific articles has been considered by researchers.

Ключевые слова: netnography, marketing research, Social Media, social networks, Social media features, Social media applications, Social Media Marketing, information seeking behavior, Online social mediators, Data Theory Foundation, case study method, Methodology of narrative analysis, Ethnographic research