A Netnographic Exploration: Listening to Online Consumer Conversations
Rama K. Jayanti
Cleveland State University
INTRODUCTIONConsumers are in the midst of a conversation that isn’t ours. The race is on to grow ears to learn what they are saying… listening in today’s world is the most powerful selling tool because people want to be heard. Marketing needs to be a dialogue not a monologue. — John Hayes, CMO, American Express (2009)
Online consumer conversations are reshaping consumer connectivity, revolutionizing the conventional one-way communication marketing models (Neff, 2009). As American Express’ chief marketing officer indicates, social networking has allowed consumers...