The netnographic method as early warning: Linking antecedents of pre-release behavior of technology-enabled community to future market trends

Pradeep Kumar Ponnamma Divakaran

Technological Forecasting and Social Change, 2017, vol. 125, issue C, 245-257

Abstract: Using the netnographic method, this study contributes to our understanding of the motivational factors (antecedents) which influences the online behavior of technology-enabled online community members. Such online behavior, which includes activities such as participation in different topics of discussions, posting comments, participating in rating and voting processes, is found to vary for different topics of discussions. After identifying the antecedents which explains the variations in community's online behavior during the pre-release period of upcoming products using the netnography method, these antecedents are then linked to the future market trends, thus providing an early warning system.

Keywords: Online community; Netnography; Preannouncements; Online behavior; Market performance; Pre-release period (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:125:y:2017:i:c:p:245-257

DOI: 10.1016/j.techfore.2017.08.003

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