Imagine that you have been assigned to conduct a netnography (digital ethnography) for your favorite brand, nonprofit or organization. Can use Nike or Starbucks for the company. Identify a single social media post or series of posts to analyze. Read the posts and consider both the comments and how the brand interacted. (Choose a post that includes a significant level of engagement, or series of posts that show a conversation between the brand and its audience.)
Describe/Critique:
• A descriiption of the consumer cohort based on research/analysis.
• A theme that emerged from the data that analyzed. Be sure to reference lesson attached.
• Analysis of the sentiment with examples. Include visuals for illustration purposes.
• The Megaphone Effect and how that can impact the organization/brand’s image.
• A marketing suggestion that you would make based on Solomon’s theories.
• The advantages/disadvantages of a netnography and how it relates to the ethnographic approach discussed in Fusch et al.
Logistics
• Minimum 5 pages not including cover and reference pages
• Address all aspects discussed within the Critique section above.
• Cite from at least three references. At least one should be from the attached documents.
• Follow APA style for in-text citations and sources cited as “References” at the end of your report. Videos, images, and graphs should be sourced and referenced.
• Paper should be a Word document, double-spaced, one-inch margins, 12-point Times New Roman font.
• Sub-heads are allowed.
• Avoid fragmented sentences with bullet points.
Use chapters attached for reference. Cite as:
Solomon, M. (2020). Consumer behavior: Buying, having and being. (13th ed.). Upper Saddle River, NJ: Pearson Education, Inc.
Also attached for reference is lesson material and the below 2 studies. John, P., James, O., Moseley, A., Ryan, M., Richardson, L., & Stoker, G. (2018). The impact of peer, politician, and celebrity endorsements on volunteering: A field experiment with English students. Journal of Nonprofit & Public Sector Marketing, 31(3), 328–346. https://doi.org/10.1080/10495142.2018.1526743
Fenton, A., & Procter, C. T. (2019). Studying social media communities: blending methods with netnography. SAGE Research Methods Cases. Fusch, P. I., Fusch, G. E., & Ness, L. R. (2017, March 26). How to conduct a mini-ethnographic case study: A guide for novice researchers. (Pages 923-928)
Provide link to other references used.