Nethnography to Understand Customers

This course work is an individual piece of work to be written in report format
You must carefully read and analyse the following papers:
Kozinets, R. W. 2006. Netnography 2.0.in R. W. Belk, editor. Handbook of Qualitative Research Methods in Marketing. Edward Elgar Publishing Limited, Cheltenham, UK.
Kozinets, R. W., and J. M. Handelman. 2004. Adversaries of Consumption: Consumer Movements, Activism, and Ideology. Journal of Consumer Research 31:691-704.
In particular, you must thoroughly understand the concept of nethnography, being able to define and explain it, including its benefits and limitations as an approach to understand consumers. Read carefully in particular Kozinets & Handelman 2004
You must then visit two consumer reviews web sites (sorry about any bad language):

https://uk.trustpilot.com/

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Example:

https://uk.trustpilot.com/review/www.justeat.co.uk)

and,

https://community.withairbnb.com/

Example:

https://community.withairbnb.com/t5/Community-Center/ct-p/community-center ;

https://community.withairbnb.com/t5/Help/How-do-you-file-a-complaint-against-a-host/td-p/283614

https://community.withairbnb.com/t5/Hosting/complaint-against-airbnb/td-p/53691 )

Select and analyse a number of consumers’ reviews and/or complaints (minimum five, maximum 15)

1. Define and explain the concept of netnography; discuss its strengths and limitations
2. Identify some of the themes emerging from the reviews / complaints / comments on the two web sites.
a. What themes do you see coming up in a single review?
b. What commonalities (themes in common) are there between two or more reviews?
3. Link your findings from the data with the theories studied in the course: you can chose between one of the following:
(1) Values (NOT value)
(2) Attitudes;
(3) Motivation
(4) The theory of Diffusion of Innovations (Rogers 1962)
Please define all your terms – with references
4. Any specific instructions:

DO NOT interact with any of the reviewers or complainants – or with the web sites. The work must be secondary research (in other words, you must just read what is there)
It is very important that you use valid academic references, as a minimum from textbooks, possibly from academic journal articles. Please do not use weak on line only references

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