Introduction
As the marketing paradigm moves to attempt to understand better more behavioral and experiential considerations of consumers, related methodological requirements have also shifted (Xun & Reynolds, 2010). Those consumers participating in virtual worlds are more connected than ever before and are able to communicate with each other both synchronously and asynchronously, and from virtually any location. The development of Web 2.0 technology and interactive applicationsoffer numerous opportunities for qualitative consumer research. In the consumer milieu, these actors are increasingly turning to social media applications for information on which to base their purchase decisions, and these online communities appear to...