Applying netnography to market research: The case of the online forum

Journal of Targeting, Measurement and Analysis for Marketing

Volumn 18, Issue 1, 2010, Pages 17-31

  Xun, Jiyao ^a   Reynolds, Jonathan ^b  

^a NOTTINGHAM UNIVERSITY BUSINESS SCHOOL   (United Kingdom)

^b UNIVERSITY OF OXFORD   (United Kingdom)

Author keywords

Electronic word of mouth; Netnography; Online marketing; Social networks; Targeting

Indexed keywords

EID: 77749291968     PISSN: 09673237     EISSN: 14791862     Source Type: Journal    
DOI: 10.1057/jt.2009.29     Document Type: Article

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44. Moderator 1 is a 31-year-old male based in the United States, who is assuming the role of the General Manager of TechnologyGuide.com. Now he spends about 1 hour a week on the camera forums aside from managing his own site.
45. Moderator 2 is a 57-year-old male who retired from the US government after 33 years as a trial attorney. He spends about 2 hours per day on the Digital Camera Review forum and another hour or two per day on other camera sites.
46. 'Astroturfers' stems from US political relations to represent those who appear to be 'grassroots' but may be financially backed by an organisation or interested group. Here it was used by eWOM seeker 3, to mean people who post supposedly independent messages on Internet forums but are supported by interested companies and individuals. Some other participants expressed the same idea in other terms such as 'shills' (that is, posters paid to promote a company's products).
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