Review of a decade of netnography research: Implications for future social media analysis

The research of eight distinct netnography projects in the field of Fast Moving Consumer Goods and in-depth interviews with employees reveals a multi-faceted attitude towards need information (consumers' wishes, expectations, etc.) and solution information (ideas and solutions shared by consumers).

Review of a decade of netnography research: Implications for future social media analysis

Michael Bartl, Gregor Jawecki, Jan Henric Stönner and Dominic GastesHYVE and Karlsruher Institute of Technology

INTRODUCTION

“Open Innovation” refers to the opening of the innovation process towards external stakeholders’ knowledge, creativity and skills (Chesbrough 2003). Nowadays in particular consumers are understood as valuable co-creators of products and services (Prahalad and Ramaswamy 2000; von Hippel 2005). A variety of methods and tools are applied to integrate consumers in different stages of the innovation process, such as idea broadcasting platforms (Lakhani 2006), innovation communities (Adamczyk et al 2010;...

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