Essays about: "netnography"

Showing result 21 - 25 of 144 essays containing the word netnography.

1. 21. “I am the problem, it’s me” : A Netnographic Analysis of ‘Swiftie’ Prosumers on YouTube Shorts

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

   Author : Írisz Beatrix Ősze; [2023]
   Keywords : Fan Studies; music fandom; online fan communities; Swifties U G; prosumption; interpretivism; Netnography; YouTube Shorts;

   Abstract : The popularity of Taylor Swift has been growing rapidly on social media after the release of her ‘Midnights’ album on 21 October 2022. The lead single of the album, ‘Anti- Hero’ and the ‘Anti-Hero Challenge’ initiated by the singer inspired 17 thousand fans (Swifties) to share their own anti-heroic stories inspired by the song. READ MORE

3. 22. The Versatile Touchpoint: User-generated content as a new touchpoint in the customer journey

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Valeria de Leon; Miranda Ånäs; [2023]
   Keywords : Customer journey; Social commerce; Brand publics; TikTok; Customer experience; Customer engagement; Netnography; Business and Economics;

   Abstract : Purpose: The purpose of this study was to investigate how a new touchpoint has emerged due to the customers or potential customers sharing their customer journeys on social media through user-generated content. Methodology: This paper takes a qualitative approach where netnography research has been conducted to collect data on the social media platform TikTok. READ MORE

4. 23. Transforming Heterotopia : Exploring how Women Danmei Fans Explore Gender, Build Community, and Circumvent Censorship

   University essay from Uppsala universitet/Medier och kommunikation

   Author : Xinwen Hu; [2023]
   Keywords : Danmei fandom; Chinese subculture; fanfiction; Censorship; Cultural studies;

   Abstract : Danmei fandom is a subcultural community of young women in China. In the context of strict online censorship in China, they engage in the practices of writing, sharing, and reading Danmei fanfic, which is fan secondary works that focuses on the romantic relationship between male characters in media content and popular culture productions. READ MORE

5. 24. Brand Value Co-Creation on Social Media: How and Why Consumers Engage in Co-Creation - A Netnographic Study Investigating a Consumer Perspective on Value Co-Creation

   University essay from Göteborgs universitet/Graduate School

   Author : Julia Estrella; André Forsberg Berntsson; [2022-08-04]
   Keywords : Brand Evolution; Brand Value; CCCV; Customer Categories; Online Brand Communities; Co-Creation on Social Media;

   Abstract : Social media has elevated consumers' role in the process of brand value creation, emphasizing the view that value is co-created. Previous research has provided conceptualizations and broad descriptions, leaving a lack of empirical research. READ MORE

6. 25. Exploring loyalty within car subscriptions, in the case of Care by Volvo - How can brand communities and social bonds be used to increase Millennials’ customer loyalty in the car subscription business model?

   University essay from Göteborgs universitet/Graduate School

   Author : Aya Allali; Feiwei Lu; Heidi Botic; [2022-08-04]
   Keywords : Car subscriptions; Care by Volvo; Millennial consumers; loyalty; brand communities; social bonds on social media;

   Abstract : Introduction: Subscription is a fairly new phenomenon, with several arising innovations. One of these innovations is Care by Volvo. This business model counters ownership of cars to accessibility to cars, which several generations also seem to do. One of these generations are millennials which are the focus of this study. READ MORE