网络学在当代市场营销研究中的应用

IF 1.6 Q3 BUSINESS Central European Business Review Pub Date : 2022-03-07 DOI:10.18267/j.cebr.303
Janka Kopaničová, Dagmar Klepochová, Z. Francová
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引用次数: 1

摘要

网络志是一种由人种志演变而来的在线定性研究方法,以前通常用于人类学,在当代全球市场研究中正在蓬勃发展。它有助于回答关于各种主题的研究问题,并以许多不同的方式使用。因此,每个网络研究都是独特的,不仅在内容方面,而且在使用方法的方法方面。在本文中,案例研究的研究方法被应用于旨在识别最佳实践在当代营销研究时,使用网络学。本文在对同行评议学术期刊上发表的文章进行分析的基础上,界定了适合网络志应用的研究问题的特征、典型过程、差异及其使用的基本标准。由于在应用该方法时观察到的显著差异,本文在网络学的网络维度模型中捕获了网络学使用的可变性。该模型显示了每个网络研究必须如何处理需要采取的决策的三个维度:“利基”——它研究的地点和群体,“参与”——研究者参与研究社区的程度,以及“时间”——时间轴——“何时”和时间跨度——“多长”。NET维度的所有可能性的组合使得网络学如此可变、灵活和适应性强,因此是一种非常适合于许多研究问题的方法。对中欧受众的影响:本文介绍了当代营销研究中网络学的各种使用。尽管该方法起源于20世纪末,并开始在全球范围内非常流行,特别是随着在线生活的增长,但在中东欧使用该方法进行的研究仍然很少。在文章提交时对各种学者引擎进行研究,我们发现很少有来自中东欧的已发表研究。然而,正如本文所示,这种方法非常适合于各种各样的研究问题,而且非常方便,特别是在其他定性方法由于COVID-19的限制而往往难以实施的情况下。这种方法有可能帮助回答许多真正的商业问题,以及解决一些学术难题。因此,我们认为有必要在学术界和商界推广它。
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USE OF NETNOGRAPHY IN CONTEMPORARY MARKETING RESEARCH
Netnography, an online qualitative research method that evolved from ethnography, previously typically used in anthropology, is experiencing its boom in contemporary marketing research worldwide. It helps to answer research questions about a variety of topics, and it is used in many different ways. Therefore, each netnographic study is unique, not only content-wise but also in terms of the approach to the use of the method. In the presented paper, the case study research method was applied to aim at the identification of the best practices in contemporary marketing research when using netnography. Based on the analysis of chosen articles published in peer-reviewed academic journals, the paper defines the features of the research problem suitable for the application of netnography, the typical process, and its variances, as well as basic criteria for use. As a result of observed significant differences in applying the method, the paper captures the variability of netnography use in the Model of NET Dimensions of Netnography. The model shows how each netnographic study has to deal with three dimensions of decisions that need to be taken: ‘the Niche’ – the place ‘where’ and the group ‘whom’ it researches, ‘the Engagement’ – the extent to which the researcher is engaged in the studied community, and ‘the Time’ – the timeline – ‘when’ and timespan ‘how long’. The combination of all the possibilities of NET dimensions makes the netnography so variable, flexible, and adaptable, and therefore a very suitable method for many research problems.Implications for Central European Audience: The paper presents the variety of use of netnography in contemporary marketing research. Although the method originated at the end of the 20th century and is starting to be very popular worldwide, especially with the growth of life online, there is still very little research done using this method in the CEE. Researching the various scholar engines at the time of the article submission, we found very few published studies originating from the CEE. And yet, as the presented paper shows, the method is very well-fitting for a large variety of research problems, and it is very handy, especially now when other qualitative methods are often more difficult to be carried out due to COVID-19 restrictions. The method has the potential to help to answer many of the real businesses’ questions as well as to solve some academic puzzles. Therefore, we see a need to promote it within the academic and business community.
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来源期刊
Central European Business Review
Central European Business Review Business, Management and Accounting-Business and International Management
CiteScore
3.10
自引率
7.70%
发文量
27
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