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The Role of Consumption in the Identity Formation of Conservative Women: A Web Analytics and Netnographic Exploration

In: Analytics Enabled Decision Making

Author

Listed:
  • Altan Kar

    (Yeditepe University)

  • Rifat Kamasak

    (University of the West of England)

  • Baris Yalcinkaya

    (Yeditepe University)

Abstract

The use of big data in decision-making has been burgeoning due to its significant potential to predict the possible shifts, tendencies and trends in social and economic behaviours, politics, health issues and consumer preferences. In recent years, particularly web analytics which employs an enormous amount of data in different web domains increased its popularity. Drawing on Google and social media data, this study investigates the trends and changes in Turkish women’s current and emerging consumer trends in fashion brands. Additionally, the differences in consumption patterns between two women consumer segments which are conservatives and liberals are identified. Search engine results pages and netnographic analyses findings reveal that a new lifestyle of conservative women emerged from the combination of religious codes and Western types of consumption, which may provide marketers with significant clues about future consumption trends, preferences and changes. The limitations and further research suggestions are highlighted at the end of the paper.

Suggested Citation

  • Altan Kar & Rifat Kamasak & Baris Yalcinkaya, 2023. "The Role of Consumption in the Identity Formation of Conservative Women: A Web Analytics and Netnographic Exploration," Springer Books, in: Vinod Sharma & Chandan Maheshkar & Jeanne Poulose (ed.), Analytics Enabled Decision Making, pages 245-264, Springer.
    • Handle: RePEc:spr:sprchp:978-981-19-9658-0_11
    DOI: 10.1007/978-981-19-9658-0_11
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