Netnography 2.0: a new approach to examine crowds on social media

Mathias Efinger, Xisa Lina Eich, Marius Heck, Dung Phuong Nguyen, Halil Ibrahim Özlü, Teresa Heyder and Peter A. Gloor

Chapter 11 in Handbook of Social Computing, 2024, pp 216-233 from Edward Elgar Publishing

Abstract: This chapter introduces a novel customer segmentation approach combining Kozinets’ Netnography method with visual and statistical analysis of online social media, presenting a new technique that is contemporary, comprehensive, and easily applicable. Additionally, we contribute to a set of guidelines for companies that are interested in effective and targeted segmentation based on digital social media data. We illustrate our approach with a case study of group segmentation based on the Covid-19 pandemic, where we identify the most influential actors and group them into six different categories depending on their analyzed characteristics.

Keywords: Business and Management; Innovations and Technology; Sociology and Social Policy (search for similar items in EconPapers)
Date: 2024
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