期刊名称：Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
印刷版ISSN：1301-3688
电子版ISSN：2630-6409
出版年度：2015
期号：46
页码：227-247
语种：English
出版社：Erciyes University
摘要：Reaching the parts that can’t be reached by other research methods,etnographic research which reveals what people really do rather than what they say or what they think is becoming more prevalent in understanding the consumer behavior.However,online social experiences are significantly different from face to face social experiences,thus,ethnography alone is insufficient in explaining the consumer behavior.Therefore,a new research method is developed to understand today’s consumer who is gradually socializing via internet.This paper aims to examine this research method called netnography.In this paper,netnography method is described within the frame of a paradigmatic transformation occurred in market research area and the process of netnography is examined in detail.Advantages and disadvantages of netnography resulted from being an online research method and criticisms of the method are also examined in this study.
其他摘要：Diğer araştırma yaklaşımlarının ulaşamadığı parçalara ulaşarak,insanların ne yaptıklarını söylediklerinden ya da düşündüklerinden çok,gerçekte ne yaptıkları bilgisine erişebilen etnografik araştırmanın tüketici davranışının açıklanmaya çalışılması açısınd
