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Netnography 2.0: a new approach to examine crowds on social media

In: Handbook of Social Computing

Author

Listed:
  • Mathias Efinger
  • Xisa Lina Eich
  • Marius Heck
  • Dung Phuong Nguyen
  • Halil Ibrahim Özlü
  • Teresa Heyder
  • Peter A. Gloor

Abstract

This chapter introduces a novel customer segmentation approach combining Kozinets’ Netnography method with visual and statistical analysis of online social media, presenting a new technique that is contemporary, comprehensive, and easily applicable. Additionally, we contribute to a set of guidelines for companies that are interested in effective and targeted segmentation based on digital social media data. We illustrate our approach with a case study of group segmentation based on the Covid-19 pandemic, where we identify the most influential actors and group them into six different categories depending on their analyzed characteristics.

Suggested Citation

  • Mathias Efinger & Xisa Lina Eich & Marius Heck & Dung Phuong Nguyen & Halil Ibrahim Özlü & Teresa Heyder & Peter A. Gloor, 2024. "Netnography 2.0: a new approach to examine crowds on social media," Chapters, in: Peter A. Gloor & Francesca Grippa & Andrea Fronzetti Colladon & Aleksandra Przegalinska (ed.), Handbook of Social Computing, chapter 11, pages 216-233, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21469_11
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    File URL: https://www.elgaronline.com/doi/10.4337/9781803921259.00020
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