RELEVANCE AND ADOPTION OF NETNOGRAPHY IN DETERMINING CONSUMER BEHAVIOR PATTERNS ON THE WEB

Abstract

Social Media is a form of media which encourages interaction. With the growth in technology, Social Media has gained a lot of importance. The interactive platforms through smart phones and internet have a major role to play in the success of Social Media. With the increase in such interctive platforms, there is abundant data available on the web. This attracts researchers to access the data thus available for research purpose. This also proves to be cost effective for the researchers. The study of data and its related aspects on the web is termed as Netnography Netnography is a term advocated by Dr Robert V Kozinets. It is proven to be a very quick, simple, not so expensive technique. Modern marketers call it as the Secret Weapon to marketing. It concentrates on the cultural insights. It aims to provide information about online communities and their interaction.