Smoking Cessation Struggle in Online Communities: A Netnographic Analysis of Kadinlarkulubu.com

Abstract

Online communities are social networks that are shaped around computer-mediated communication, where individuals can discuss and share various topics of interest, and at the same time, social support exchanges are provided in an online environment. Today, these online communities are very important for every individual to express themselves by participating. This research has observed, using a netnographic method, the social support exchanges of women members for quitting smoking through a online community, Kadinlarkulubu.com. The research was first observed by the researcher unattended for about two months and was examined by becoming a member of the online community between 01.12.2019-01.01.2020. The research data were coded by the researcher in NVivo 10 program.
 According to the findings of the research, community members not only demand social support from each other but also provide social support. This social support exchange has been examined in two dimensions. While the first one creates informational messages for the members to obtain and provide information with each other, the second is the encouragement and motivational messages that the members receive and provide from each other. Informative messages of the members; seeking information, history of meeting with smoking, current status in the smoking cessation process, smoking cessation situations, smoking cessation stories were classified as giving advice. Another dimension of the social support exchange that members gain from each other and provide each other within the community includes the dimension of encouragement and motivation. In this dimension, especially members; direct support requests, messages of encouragement, messages of comfort, to check. Meditation has been observed as intimidation. Finally, regardless of other dimensions, it creates wishes for success, celebration of success and thank you messages for each other.
 It was observed that the research members were quite willing to request and provide social support in the community. They sincerely share this information, encouragement and motivational support with each other. It has been determined that there is no expert in the community and that social support is provided only by community members.