The Role of Consumption in the Identity Formation of Conservative Women: A Web Analytics and Netnographic Exploration

Altan Kar, Rifat Kamasak () and Baris Yalcinkaya
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Altan Kar: Yeditepe University
Rifat Kamasak: University of the West of England
Baris Yalcinkaya: Yeditepe University

A chapter in Analytics Enabled Decision Making, 2023, pp 245-264 from Springer

Abstract: Abstract The use of big data in decision-making has been burgeoning due to its significant potential to predict the possible shifts, tendencies and trends in social and economic behaviours, politics, health issues and consumer preferences. In recent years, particularly web analytics which employs an enormous amount of data in different web domains increased its popularity. Drawing on Google and social media data, this study investigates the trends and changes in Turkish women’s current and emerging consumer trends in fashion brands. Additionally, the differences in consumption patterns between two women consumer segments which are conservatives and liberals are identified. Search engine results pages and netnographic analyses findings reveal that a new lifestyle of conservative women emerged from the combination of religious codes and Western types of consumption, which may provide marketers with significant clues about future consumption trends, preferences and changes. The limitations and further research suggestions are highlighted at the end of the paper.

Keywords: Big data; Identity formation; Consumer trends; Web analytics; Netnography (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-19-9658-0_11

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DOI: 10.1007/978-981-19-9658-0_11

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