A Netnographic Exploration: Listening to Online Consumer Conversations

Consumer conversations on a health-related electronic bulletin board are analyzed to investigate two key processes instrumental to creativity: analogical reasoning and reflective reframing.

A Netnographic Exploration: Listening to Online Consumer Conversations

Rama K. Jayanti

Cleveland State University

INTRODUCTION

Consumers 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...

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