Applying netnography to market research: The case of the online forum

Although the notion of netnography as a set of tools for exploring consumer behaviour online is not new, the potential of netnographic methods in market research and analysis is still largely undeveloped. In this article, we explore the ways in which netnographic techniques can be used in particular to understand the characteristics and effectiveness of electronic word-of-mouth, an increasingly significant influence on the consumer's decision-making process. We provide an assessment of the main strengths, weaknesses and ethical concerns associated with the use of netnographic techniques. Unlike previous online ethnographic studies that have tended to employ broader socio-cultural observations, we analyse consumers information-gathering and purchasing activities on a discussion forum. We relate our findings to a model that sets out three components of communications effectiveness: modes of persuasion that are based on authority, emotion or logic. We conclude by reviewing the implications of netnography for both academic research and marketing practice.