"Nzira yekutsanangurira inogadzirirwa kunyatsoongorora tsika dzevatengi vemagariro nemagariro aripo paIndaneti." (Kozinets, 1998).
Ethnography uye Netnography
Ethnography inyanzvi yakakosha anthropological approach iyo inonzi inonzi "Cadillac" yekutsvakurudza kwevanhu. Vatsvakurudzi vemusika vanowanzoshandisa nzira dzisingadhura mari yekuita tsvakurudzo, zvakadai sevanokurukurirana zvakadzika kana mapoka ekutarira. Zvakanakira kushandisa netsnography pamusoro pehutano, mapoka emagariro, kana kupinduridza-zvakadzika ndeyebhadharo shoma, zvishoma nezvishoma, uye nzira dzakawanda dzekuzvarwa (Kozinets, 2009).
Netnography inopesana nezvinoitika pakugadzirisa huwandu hwemagariro evanhu, kubudisa marati nemagrafu zvichienderana nenzira dzakawanda dzehutano hwemashumo dzinoongororwa uye dzinoongororwa. Izwi netnography, iro rinotsanangura zvakajeka nexus pakati pekutsvakurudza kwetsika dzevanhu uye zvekusununguka kwevanhu vari paInternet, yakaumbwa naDr. Robert V. Kozinets, Purofesa weMakambani uye Sachigaro weDhipatimendi reMitambo ku Schulich School of Business kuYunivhesiti Yuni .
Social Media uye Netnography
Tsvakurudzo yezvemagariro ehupfumi inonzwisiswa neyemhando imwechete yeimwe nzira yekutsvakurudza. Vatsvakurudzi vanowanzopinda mumusasa wechipfuva kana kambani yepamusoro, uye ndizvo zvinoita vatengi vanotumira uye vanotenga zvigadzirwa zvemagariro avo ezveshumo. Sezvo nehuwandu hwekutsvakurudza kwehutano, netnography inofanirwa kuongorora zvakanzwisiswa uye zvinomiririra zvinoreva, kushandiswa kwemitambo yevatengi vekutsvaga, uye dzimwe ruzivo rwetsika mumamiriro ezvinhu ehupenyu hwemagariro edijitori (Kozinets, 2010).
Netnography inoshandiswawo kuongorora kuitika kwehutano hwemutambo - chigumisiro chekushandura kwemashoko kwekutsvaga.
Zvemagariro ehupfumi zvinowanzoitika pasina kupindirana. Sezvo zvakadaro, tsika iyi isingabhadhari inotaura maonero echokwadi uye maonero asina chokwadi anopa ruzivo rwemashoko anogona kuteverwa pamusoro penguva refu, zvichiita kuti vatsvakurudzi vatevere uye vashandure kuchinja kwemazuva, uye kushandisa shanduko yekushandisa uye nzira dzokugadzira zvinyatsonzwisisiro. Kungofanana nekutsvakurudza kwemazita evanhu kunosanganisira kuongorora kwekukurukurirana maitiro uye zvigadzirwa mukati mehutano hwemagariro evanhu, basa iri nderokuti nzira yekuongorora. Maererano naKozinets (1990, peji 366), "aya mapoka emagariro ane 'chaiyo' kune avo vanotora chikamu, uye naizvozvo vane migumisiro inobatsira pane zvakawanda zvehutano, kusanganisira maitiro evatengi."
Mitambo yemagariro ehutano inogadzira mikana yakawanda yevatori vechikamu kuti vashandise uye vaudzisane nezvezvinhu, zvishandiso, uye marongerwo (Muniz naOGuinn 2001). Mutengo wekutengeserana unotsigirwa zvakasimba nevatsigiri vekutengesa (Almquist naRoberts, 2000), chimwe chinhu chisina kurasikirwa pamakambani anotsvaga brand lift. Netnography inonyanya kurongeka pakati pevanhu vekutsvaga kutsvakurudza nzira dzekuita kuti tive nemafungiro emagariro kubva pane demo yakagadziriswa pane kudarika deta.
Netnography inowanikwa mumatanho matanhatu ekuputika, akafanana nematanho ekutsvakurudza kwema ethnographic: kuumba chirongwa chekutsvakurudza , kuisa kupinda , kuunganidza nekutarisa deta , kuongorora uye kududzira dheinhe , nekuita kuti mitemo yakarongeka , uye kugadzirisa kutsvaga kutsvakurudza nekubatanidza mazano .
Sources:
> Ginga, Daiuchuu (2013), Mumakwara aKozinets: Kutarisa imwe > netnographic >> taxonimization >. Nhamba yeInternational Appreciation , peji 418-419.
> Kozinets, Robert V. (1998. On > netnography >: Kutanga kufungidzirwa kwekutsvakurudza kwevashandi nezvekutsvaga kwekurima, "Muna Joseph Alba naWesley Hutchinson, (Eds.), Kufambira Mberi Mukutsvaga Kwokushandisa, Bhuku 25. Provo, UT: Association for Consumer Research, peji 366-371.
> Kozinets, RV (2010). Netnography: Zvombo zvemushambadzi zvakavanzika. White Paper.
> Muniz, A., Jr.
> uye > O'Guinn, TC (2001), Mutengo wechikwata. Nhamba yeVatengi Vatsvakurudzo .