Porsche Research Rally: Can social media research replace traditional research methods?
Martin Einhorn, Michael LöfflerPorsche AG, GermanyOlaf HofmannSKOPOS GmbH & Co. KG, Germany
Preface
The amount of user-generated content (UGC) in social media is rising constantly. More and more consumers exchange their product and brand experiences using social media platforms. For this reason an in-depth analysis of content in social media seems to be an attractive alternative to traditional research methods because data is already available and at first glance it only has to be analyzed. This international market research project examines whether and to...