A carregar...
Publicação
Nethnografic study of online communities in the skincare market
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.48 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Netnogaphy as a qualitative research approach is in this research the main methodology to understand behavior in online communities in the skincare market. This research is focused on identifying key online communities around this market to analyze and understand the way members interact. The main objective is to understand behaviors and find insights. The study has three main parts, first, the discovery where the researcher is familiarized with different online communities and identifies the ones that will be used for deeper analysis. Then the data collection where the community observation takes place to gather relevant information to use in the third part of the study, the interpretation where data is analyzed. As an exploratory study, the goal is to give useful insights related to consumer behavior contributing to a better understanding of consumers and their online behavior giving a qualitative perspective.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Netnography Consumer behavior Online Communities Online brand communities Qualitative research Skincare Conversations