{"id":608,"date":"2020-08-31T18:34:08","date_gmt":"2020-08-31T15:34:08","guid":{"rendered":"http:\/\/www.etimm.ase.ro\/?p=608"},"modified":"2021-10-26T18:35:38","modified_gmt":"2021-10-26T15:35:38","slug":"netnography-and-a-summative-content-analysis-approach-to-market-research","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=608","title":{"rendered":"Netnography and a Summative Content Analysis Approach to Market Research"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"Netnography and a Summative Content Analysis Approach to Market Research\">Netnography and a Summative Content Analysis Approach to Market Research<\/span><\/span><\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Alan Shaw\">Alan Shaw<\/span><\/span><\/p>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2020\/08\/31\"><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"><meta name=\"citation_volume\" content=\"I\"><meta name=\"citation_issue\" content=\"1\"><meta name=\"citation_firstpage\" content=\"12\"><meta name=\"citation_lastpage\" content=\"22\"><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"><meta name=\"citation_issn\" content=\"2537-5865\"><\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"C90, D83, M30, O30.\">C90, D83, M30, O30.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"With organisations like Facebook restricting how their application programming interface (API) can be used and scholars questioning the legality and ethics of web scrapping (i.e., the use of technology in the automatic extraction of data from the Web) more discussions around a qualitative Netnographic approach is needed. This paper addresses these issues by reflecting on the application of a passive summative content analysis method to Netnography and how it can be used in marketing research. It focuses on the rollout of smart meters (meters that allow consumers and service providers to monitor power consumption), which the UK Government has now delayed because of a poor uptake. As such, it contributes to the marketing domain\u2019s theory and knowledge and provides a possible set of solutions that the UK Government and energy providers could consider to increase engagement. The study starts by providing an overview of the literature within Netnography and its use as a qualitative methodology. It then demonstrates, step by step, how a summative content analysis approach can be applied to Netnography, using NVivo as the platform of analysis. The case study utilises Mumsnet (UK\u2019s biggest network for parents, with approximately 10 million unique visitors and 100 million-page views per month) as the forum for analysis. Threads over a six-month period were considered. The key themes identified can be explained as: smart meters were not transferable between energy providers; users were concerned about being hacked; the connecting signals did not always work; and such meters were not compulsory. The study demonstrates how effective and efficient Netnography can be in market research. It also provides some clear guidance on how copyright issues should be addressed.\">With organisations like Facebook restricting how their application programming interface (API) can be used and scholars questioning the legality and ethics of web scrapping (i.e., the use of technology in the automatic extraction of data from the Web) more discussions around a qualitative Netnographic approach is needed. This paper addresses these issues by reflecting on the application of a passive summative content analysis method to Netnography and how it can be used in marketing research. It focuses on the rollout of smart meters (meters that allow consumers and service providers to monitor power consumption), which the UK Government has now delayed because of a poor uptake. As such, it contributes to the marketing domain\u2019s theory and knowledge and provides a possible set of solutions that the UK Government and energy providers could consider to increase engagement. The study starts by providing an overview of the literature within Netnography and its use as a qualitative methodology. It then demonstrates, step by step, how a summative content analysis approach can be applied to Netnography, using NVivo as the platform of analysis. The case study utilises Mumsnet (UK\u2019s biggest network for parents, with approximately 10 million unique visitors and 100 million-page views per month) as the forum for analysis. Threads over a six-month period were considered. The key themes identified can be explained as: smart meters were not transferable between energy providers; users were concerned about being hacked; the connecting signals did not always work; and such meters were not compulsory. The study demonstrates how effective and efficient Netnography can be in market research. It also provides some clear guidance on how copyright issues should be addressed.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"Netnography, Summative content analysis, Market Research, Smart meters.\">Netnography, Summative content analysis, Market Research, Smart meters.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2020\/ETIMM_V01_2020_35.pdf\"><a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2020\/ETIMM_V01_2020_35.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><\/h4>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2020\/ETIMM_V01_2020_35.ris\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title Netnography and a Summative Content Analysis Approach to Market Research Author Alan Shaw Classification JEL C90, D83, M30, O30. Abstract With organisations like Facebook restricting how their application programming interface (API) can be used and scholars questioning the legality and ethics of web scrapping (i.e., the use of technology &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[24],"tags":[],"coauthors":[18],"class_list":["post-608","post","type-post","status-publish","format-standard","hentry","category-jetimm_2020"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/608","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=608"}],"version-history":[{"count":1,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/608\/revisions"}],"predecessor-version":[{"id":609,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/608\/revisions\/609"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=608"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=608"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=608"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=608"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}