Everyday activism: an AI-assisted netnography of a digital consumer movement

Kozinets, Robert V.; Seraj-Aksit, Mina

doi:10.1080/0267257x.2024.2307387

Cited by 3 publications

(1 citation statement)

References 43 publications

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“…The enriched netnographic framework provides a foundation for advocating the necessity of embracing a mixed-method approach that amalgamates physical interactions, such as faceto-face meetings, with digital platforms to bolster the evolution of novel qualitative Advanced netnographic framework methodologies (Cavusoglu and Belk, 2024). Extending the existing research that promotes the utilization of advanced technologies, such as artificial intelligence (Kozinets and Seraj-Aksit, 2024), to enhance the comprehension of consumption contexts and environments, there is an increasing acknowledgment of the importance of multimethod approaches that integrate netnography with survey-based field analyses to deepen insights into consumption dynamics (Rainero and Modarelli, 2025).…”

Section: Theoretical Contributionsmentioning

confidence: 99%

An advanced netnographic framework for analyzing brand community overlap conflicts in the phygital brand community (PBC) environment

Levy,

Sabri

2024

QMR

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Purpose This study aims to introduce and define the concept of phygital brand community (PBC). It discusses the potential conflicts that can arise from engaging in multiple PBCs and propose an enriched netnographic methodological approach to explore the role of PBC engagement overlap and its influence on the phygital experience. Design/methodology/approach Following a critical analysis of the inherent limitations of netnographic methodological approaches in the context of PBCs, this study develops an enriched netnographic research protocol that accounts for the challenges of engagement overlap among PBCs. Findings This study proposes two methods of analysis, namely, “participatory netnography” and “witness netnography,” which are derived from a mixed-methodology approach that integrates elements of netnography. Research limitations/implications The findings of this study underscore the requisite methodological refinements imperative for enhancing netnographic analysis, particularly in its application for a better comprehension of individual behaviors within the realm of PBCs. In pursuit of this objective, the identified adjustments encompass ethical considerations, evaluation methods and their application in a digital milieu, where intricate mechanics and technologies frequently elude conventional methodologies. Originality/value In this study, the authors present a novel conceptualization of PBCs, highlighting their role and development, as well as the challenges they pose. To adequately capture the impact of PBC engagement overlap, the authors propose the need for an enriched mixed-methodological approach.

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Section: Theoretical Contributionsmentioning

confidence: 99%

An advanced netnographic framework for analyzing brand community overlap conflicts in the phygital brand community (PBC) environment

Levy,

Sabri

2024

QMR

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Conflict, Radical Imagination, and Strategic Coalition Paradigms of Consumer Movements and Activism

Handelman,

Weijo

2024

Journal of the Association for Consumer Research

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What Is Qualitative Research? An Overview and Guidelines

Lim

2024

Australasian Marketing Journal

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This guide explains the focus, rigor, and relevance of qualitative research, highlighting its role in dissecting complex social phenomena and providing in-depth, human-centered insights. The guide also examines the rationale for employing qualitative methods, underscoring their critical importance. An exploration of the methodology’s strengths, such as its ability to offer contextual depth and holistic perspectives, is juxtaposed against challenges like constrained generalizability and potential researcher bias, accompanied by practical mitigation strategies. Covering a spectrum of qualitative approaches, including grounded theory, phenomenology, ethnography, action research, and general inquiry, the guide sheds light on diverse data collection and analysis techniques. Noteworthily, the guide underscores the crucial aspect of trustworthiness in qualitative research, detailing methods to establish credibility, dependability, confirmability, and transferability. The integration of technologies like recording and transcribing tools with data analysis software and the growing influence of artificial intelligence, machine learning, and deep learning are also explored. Concluding with a discussion on ethical considerations, from participant recruitment to data stewardship, this guide serves as an essential resource that offers insightful, actionable guidance for conducting effective and impactful qualitative research.

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Everyday activism: an AI-assisted netnography of a digital consumer movement

Cited by 3 publications

References 43 publications

An advanced netnographic framework for analyzing brand community overlap conflicts in the phygital brand community (PBC) environment

An advanced netnographic framework for analyzing brand community overlap conflicts in the phygital brand community (PBC) environment

Conflict, Radical Imagination, and Strategic Coalition Paradigms of Consumer Movements and Activism

What Is Qualitative Research? An Overview and Guidelines

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