Essays about: "Netnography"

Showing result 1 - 5 of 144 essays containing the word Netnography.

1. 1. Real vs Reel: Drivers of Consumer Engagement in Online Brand Communities. A Netnographic Study on Red Bull’s Facebook Brand Page

   University essay from Göteborgs universitet/Företagsekonomiska institutionen

   Author : Moa Lind; Malin Morup; [2024-02-12]
   Keywords : Consumer engagement; online brand communities; social media; netnography; authenticity; disengagement; relationship marketing;

   Abstract : Online brand communities contribute to companies by being a digital extension of the brand, enabling a diversified complementary market, and constituting a driving marketing force through consumer engagement. However, with great opportunities comes also great responsibilities, and its challenges. READ MORE

3. 2. Conjunction of the spheres. The struggle for hegemony in the English language online reception of Netflix adaption: The Witcher.

   University essay from Göteborgs universitet/Institutionen för kulturvetenskaper

   Author : Sarah R. Kern; [2024-02-06]
   Keywords : Production reception; Hegemony; Discourse; Transmedia; Witcher; Fantasy; Polish Fantasy; Media literacy; Convergence culture; Fan-studies; Participation culture; Technical communication; Digital Role-Playing Games; Civic imagination; Netnography; ;

   Abstract : This essay uses the concepts of convergence culture, transmedia and hegemony, to understand the struggles within the English language reception to Netflix Tv production “The Witcher.” In order to help the reader, the essay presents the background to the larger Witcher franchise, as well as standard debates and issues within the fantasy genre, the role-playing-game genre and convergence culture. READ MORE

4. 3. Together, Apart Community and Connection in an Online Sangha

   University essay from Göteborgs universitet/Institutionen för litteratur, idéhistoria och religion

   Author : Edward Olsson; [2024-01-30]
   Keywords : online interaction; online religion; Zen Buddhism; medium-as-language; medium-as-environment; netnography;

   Abstract : This thesis investigates how the online, global Zen Buddhist community, Treeleaf Zendo, facilitates its meditation sessions, social events and forum, and how the members of the community experience this communication. Through examining the different digital media used in the community, the nature of the interconnection has been studied. READ MORE

5. 4. Digital Wars: #GuacamayaLeaks and the rise of hacktivism in technopolitics : A netnography to understand the complexity of digital communication processes.

   University essay from Jönköping University/HLK, Communication, Culture and Diversity (CCD); Jönköping University/HLK, Medie- och kommunikationsvetenskap; Jönköping University/Sustainability Education Research (SER)

   Author : Viviana Levet; [2023]
   Keywords : hacktivism; technopolitics; netnography; information flows; gatekeeping; communication ecologies; digital media; social media; network society;

   Abstract : This master thesis explores the dynamics of information flows between the hacktivist group Guacamaya, media outlets and social media users. The study aims to understand the role of various social actors within the digital space such as media outlets, journalists, bots, and trolls, in shaping public opinion and the overall effectiveness of the group's communication activities. READ MORE

6. 5. “I Feel so at Home in This Subreddit" : A Netnographic Analysis of the Fan Subreddit r/ThelastofusHBOseries and Its Community-Building Aspects

   University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

   Author : Marlene Penn; [2023]
   Keywords : The Last of Us; fandom; online fan community; Reddit; netnography; communication; community building;

   Abstract : This thesis examines the online fan community of the HBO series The Last of Us on the social media platform Reddit. Within this study, the fans’ communication practices on the subreddit r/ThelastofusHBOseries are researched and analyzed from a community-building perspective. The subreddit was observed employing a netnographic approach. READ MORE