A Netnographic Exploration: Listening to Online Consumer Conversations

Rama K. Jayanti

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...

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