Weblogs and the quest for trendsetters: a new approach to recruitment

Serguie Cheikhetov

Trendsetters' habits and behavior form the mass culture and help forecast the overall tendencies of market development.

Weblogs and the quest for trendsetters: a new approach to recruitment

Serguie Cheikhetov O+K Marketing + Consulting, Russian Federation

INTRODUCTION

The marketing studies of trendsetters' lifestyles have recently become required reading. The logic of clients interested in these studies is quite clear, the studies of trendsetters' habits and behavior forming the mass culture and various trends followed by others help forecast the overall tendencies of market development. However, despite obvious advantages, these studies bring multiple problems of both methodological and purely technical character. The problem of finding the respondents for studies is the most important one. Surely, trendsetters do...

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