The author develops “netnography” as an online marketing research technique for providing
consumer insight. Netnography is ethnography adapted to the study of online communities. …

Social media and Internet data offer rich opportunities and vexing challenges for sociocultural
research. Explaining and extending prior approaches, Netnography: Redefined is an …

Retro brands are relaunched historical brands with updated features. The authors conduct a
“netnographic” analysis of two prominent retro brands, the Volkswagen New Beetle and …

This article focuses on consumer movements that seek ideological and cultural change. Building
from a basis in New Social Movement (NSM) theory, we study these movements among …

The world is changing. Maps are being redrawn, boundaries shifting, old ethnic groups re-merging,
and new cultures proliferating. The multifarious and multiplicative nature of human …

Word-of-mouth (WOM) marketing—firms’ intentional influencing of consumer-to-consumer
communications—is an increasingly important technique. Reviewing and synthesizing extant …

In this article, I examine the cultural and subcultural construction of consumption meanings
and practices as they are negotiated from mass media images and objects. Field notes and …

In the past two decades, participation in online conversations has grown from a relatively
marginal activity of hackers, geeks, and early cyberculture members to a mainstream activity …

This ethnography explores the emancipatory dynamics of the Burning Man project, a one-week-long
antimarket event. Practices used at Burning Man to distance consumers from the …

On the Internet, electronic tribes structured around consumer interests have been growing
rapidly. To be effective in this new environment, managers must consider the strategic …