Abstract
Reaching the parts that can’t be reached by other research methods, etnographic research which reveals what people really do rather than what they say or what they think is becoming more prevalent in understanding the consumer behavior. However, online social experiences are significantly different from face to face social experiences, thus, ethnography alone is insufficient in explaining the consumer behavior. Therefore, a new research method is developed to understand today’s consumer who is gradually socializing via internet. This paper aims to examine this research method called netnography. In this paper, netnography method is described within the frame of a paradigmatic transformation occurred in market research area and the process of netnography is examined in detail. Advantages and disadvantages of netnography resulted from being an online research method and criticisms of the method are also examined in this study.
References
- AKTURAN, Ulun; (2007), “Tüketici Davranışına Yönelik Araştırmalarda Al- ternatif Bir Teknik: Etnografik Araştırma”, İstanbul Ticaret Üniver- sitesi Sosyal Bilimler Dergisi, 11(2), ss. 237-252.
- AKTURAN, Ulun; (2009), “A Review of Cyber Ethnographic Research: A Re- search Technique to Analyze Virtual Consumer Communities, Boğaziçi Journal, (23),1-2, pp. 1-18.
- DAHAN, Gresi Sanje ve Eser LEVI; (2012), “Netnografya: Sosyal Mecralarda Tüketici Araştırmaları Üzerine Yeni Bir Metot” Gümüşhane Üniver- sitesi İletişim Fakültesi Elektronik Dergisi, 3, ss. 33-54.
- DEDEOĞLU, Ayla Özhan; (2002), “Tüketici Davranışları Alanında Kalitatif Araştırmaların Önemi ve Multidisipliner Yaklaşımlar”, Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 17(2), ss. 75-92.
- FELLMAN, Michele Worth; (1999), “Breaking Tradition”, Marketing Re- search, 11(3), pp.20-24.
- GIBBS, Graham R.; (2002), Qualitative Data Analysis, Second Edition, Buck- ingham: Open University Press.
- GOULDING, Christina; (2005), “Grounded Theory, Ethnography and Phenom- enology Comparative Analysis of Three Qualitative Strategies for Marketing Research”, European Journal of Marketing, 39(3/4), pp. 294-308.
- HAMILTON, Kathy and Paul HEWER; (2009), “Salsa Magic: An Exploratory Netnographic Analysis of the Salsa Experience”, Advances In Con- sumer Research - North American Conference Proceedings, 36, pp. 502-508, Internet Address: http://www.acrwebsite.org/volumes/ v36/NAACR_vol36_258.pdf, Date of Access: 10.12. 2014.
- JUPP, Victor; (2006), The Sage Dictionary of Social Research, First Edition, London: Sage Publications.
- KOZINETS, Robert V.; (1998), “On Netnography: Initial Reflections on Con- sumer Research Investigations of Cyberculture”, Advances in Con- sumer Research, 25, pp. 366-371.
- KOZINETS, Robert V.; (1999), “E-Tribalized Marketing? The Strategic Impli- cations of Virtual Communities of Consumption”, European Man- agement Journal, 17(3), pp. 252-264.
- KOZINETS, Robert V.; (2001), “Utopian Enterprise: Articulating the Meaning of Star Trek’s Culture of Consumption”, Journal of Consumer Re- search, 28 (June), pp. 67-89.
- KOZINETS, Robert V.; (2002), “The Field Behind the Screen: Using Netnogra- phy for Marketing Research in Online Communities”, Journal of Marketing Research, 39, (February), pp. 61-72.
- KOZINETS, Robert V.; (2006), “Click to Connect: Netnography and Tribal Advertising”, Journal of Advertising Research, pp. 279-288.
- KOZINETS, Robert V.; (2010), Netnography: Doing Ethnographic Research Online, First Edition, London: Sage Publications.
- KÜMBETOĞLU, Belkıs; (2005), Sosyolojide ve Antropolojide Niteliksel Yöntem ve Araştırma, Birinci Baskı, İstanbul: Bağlam Yayıncılık
- LANGER, Roy and Suzanne C. BECKMAN; (2005), “Sensitive Research Top- ics: Netnography Revisited”, Qualitative Market Research, 8 (2), pp. 189-203
- MOISANDER, Johanna and Anu VOLTANEN. (2011), “Interpretive Marketing Research: Using Ethnography In Strategic Market Development”, in Lisa PENALOZA; Nil TOULOUSE and Luca M. VISCONTI (Eds.), Marketing Management: A Cultural Perspective, First Edition, London: Routledge, pp. 246-259.
- NEUMAN, Lawrence; (2008), Toplumsal Araştırma Yöntemleri: Nitel ve Nicel Yaklaşımlar (2. cilt), Çev.: Sedef ÖZGE, İstanbul: Yayın Oda- sı.
- MARIAMPOLSKI, Hy; (1998), “The Power of Ethnography”, Journal of the Market Research Society, 41(1), pp. 75- 86.
- MARIAMPOLSKI, Hy; (2006), Ethnography for Marketers: A Guide to Consumer Immersion, First Edition, London: Sage Publications.
- RHEINGOLD, Howard; (1993), The Virtual Community: Homesteading on the Electronic Frontier, First Edition, Massachusetts: Addison- Wesley.
- VARNALI, Kaan; (2012), Dijital Tutulma: Pazarlama İletişimi ve İnsan, Birinci Baskı, İstanbul: Mediacat.
- VARNALI, Kaan; (2013), Dijital Kabilelerin İzinde: Sosyal Medyada Netnografik Araştırmalar, Birinci Baskı, İstanbul: Mediacat.
- VENTURA, Keti; (2003), “Pazarlama Araştırmaları Kapsamında Yaşanan Tek- noloji Tabanlı Değişim”, Ege Akademik Bakış, 3(1-2), Ocak- Temmuz, ss. 79-90.
- XUN, Jiyao and Jonathan REYNOLDS; (2010), “Applying Netnography to Market Research: The Case of the Online Forum,” Journal of Tar- geting, Measurement and Analysis for Marketing, 18(1), pp. 17– 31.
Abstract
Diğer araştırma yaklaşımlarının ulaşamadığı parçalara ulaşarak, insanların ne yaptıklarını söylediklerinden ya da düşündüklerinden çok, gerçekte ne yaptıkları bilgisine erişebilen etnografik araştırmanın tüketici davranışının açıklanmaya çalışılması açısından kullanımı giderek yaygınlaşmaktadır. Ancak, çevrimiçi sosyal deneyimler yüz yüze sosyal deneyimlerden önemli ölçüde farklı olduğundan tek başına etnografi günümüz tüketicisinin davranışını açıklamada yetersiz kalmaktadır. Bu nedenle, internet yoluyla giderek daha fazla sosyalleşen günümüz tüketicisini anlayabilmek amacıyla, sanal topluluklardaki tüketici davranışını inceleyen yeni bir araştırma yöntemi geliştirilmiştir. Bu çalışmada, netnografi olarak adlandırılan bu yöntemin incelenmesi amaçlanmaktadır. Çalışmada, pazarlama araştırmasında meydana gelen paradigmal dönüşüm çerçevesinde netnografi yöntemi tanımlanmakta ve yöntemin uygulama süreci detaylı olarak ele alınmaktadır. Ayrıca, netnografinin sanal bir araştırma yöntemi olmasından kaynaklanan avantajları ve dezavantajları ile yönteme getirilen eleştiriler de incelenmektedir.
References
- AKTURAN, Ulun; (2007), “Tüketici Davranışına Yönelik Araştırmalarda Al- ternatif Bir Teknik: Etnografik Araştırma”, İstanbul Ticaret Üniver- sitesi Sosyal Bilimler Dergisi, 11(2), ss. 237-252.
- AKTURAN, Ulun; (2009), “A Review of Cyber Ethnographic Research: A Re- search Technique to Analyze Virtual Consumer Communities, Boğaziçi Journal, (23),1-2, pp. 1-18.
- DAHAN, Gresi Sanje ve Eser LEVI; (2012), “Netnografya: Sosyal Mecralarda Tüketici Araştırmaları Üzerine Yeni Bir Metot” Gümüşhane Üniver- sitesi İletişim Fakültesi Elektronik Dergisi, 3, ss. 33-54.
- DEDEOĞLU, Ayla Özhan; (2002), “Tüketici Davranışları Alanında Kalitatif Araştırmaların Önemi ve Multidisipliner Yaklaşımlar”, Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 17(2), ss. 75-92.
- FELLMAN, Michele Worth; (1999), “Breaking Tradition”, Marketing Re- search, 11(3), pp.20-24.
- GIBBS, Graham R.; (2002), Qualitative Data Analysis, Second Edition, Buck- ingham: Open University Press.
- GOULDING, Christina; (2005), “Grounded Theory, Ethnography and Phenom- enology Comparative Analysis of Three Qualitative Strategies for Marketing Research”, European Journal of Marketing, 39(3/4), pp. 294-308.
- HAMILTON, Kathy and Paul HEWER; (2009), “Salsa Magic: An Exploratory Netnographic Analysis of the Salsa Experience”, Advances In Con- sumer Research - North American Conference Proceedings, 36, pp. 502-508, Internet Address: http://www.acrwebsite.org/volumes/ v36/NAACR_vol36_258.pdf, Date of Access: 10.12. 2014.
- JUPP, Victor; (2006), The Sage Dictionary of Social Research, First Edition, London: Sage Publications.
- KOZINETS, Robert V.; (1998), “On Netnography: Initial Reflections on Con- sumer Research Investigations of Cyberculture”, Advances in Con- sumer Research, 25, pp. 366-371.
- KOZINETS, Robert V.; (1999), “E-Tribalized Marketing? The Strategic Impli- cations of Virtual Communities of Consumption”, European Man- agement Journal, 17(3), pp. 252-264.
- KOZINETS, Robert V.; (2001), “Utopian Enterprise: Articulating the Meaning of Star Trek’s Culture of Consumption”, Journal of Consumer Re- search, 28 (June), pp. 67-89.
- KOZINETS, Robert V.; (2002), “The Field Behind the Screen: Using Netnogra- phy for Marketing Research in Online Communities”, Journal of Marketing Research, 39, (February), pp. 61-72.
- KOZINETS, Robert V.; (2006), “Click to Connect: Netnography and Tribal Advertising”, Journal of Advertising Research, pp. 279-288.
- KOZINETS, Robert V.; (2010), Netnography: Doing Ethnographic Research Online, First Edition, London: Sage Publications.
- KÜMBETOĞLU, Belkıs; (2005), Sosyolojide ve Antropolojide Niteliksel Yöntem ve Araştırma, Birinci Baskı, İstanbul: Bağlam Yayıncılık
- LANGER, Roy and Suzanne C. BECKMAN; (2005), “Sensitive Research Top- ics: Netnography Revisited”, Qualitative Market Research, 8 (2), pp. 189-203
- MOISANDER, Johanna and Anu VOLTANEN. (2011), “Interpretive Marketing Research: Using Ethnography In Strategic Market Development”, in Lisa PENALOZA; Nil TOULOUSE and Luca M. VISCONTI (Eds.), Marketing Management: A Cultural Perspective, First Edition, London: Routledge, pp. 246-259.
- NEUMAN, Lawrence; (2008), Toplumsal Araştırma Yöntemleri: Nitel ve Nicel Yaklaşımlar (2. cilt), Çev.: Sedef ÖZGE, İstanbul: Yayın Oda- sı.
- MARIAMPOLSKI, Hy; (1998), “The Power of Ethnography”, Journal of the Market Research Society, 41(1), pp. 75- 86.
- MARIAMPOLSKI, Hy; (2006), Ethnography for Marketers: A Guide to Consumer Immersion, First Edition, London: Sage Publications.
- RHEINGOLD, Howard; (1993), The Virtual Community: Homesteading on the Electronic Frontier, First Edition, Massachusetts: Addison- Wesley.
- VARNALI, Kaan; (2012), Dijital Tutulma: Pazarlama İletişimi ve İnsan, Birinci Baskı, İstanbul: Mediacat.
- VARNALI, Kaan; (2013), Dijital Kabilelerin İzinde: Sosyal Medyada Netnografik Araştırmalar, Birinci Baskı, İstanbul: Mediacat.
- VENTURA, Keti; (2003), “Pazarlama Araştırmaları Kapsamında Yaşanan Tek- noloji Tabanlı Değişim”, Ege Akademik Bakış, 3(1-2), Ocak- Temmuz, ss. 79-90.
- XUN, Jiyao and Jonathan REYNOLDS; (2010), “Applying Netnography to Market Research: The Case of the Online Forum,” Journal of Tar- geting, Measurement and Analysis for Marketing, 18(1), pp. 17– 31.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Makaleler |
| Authors | |
| Publication Date | November 17, 2015 |
| Published in Issue | Year 2015 Issue: 46 |
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