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Netnography

Netnography is an online ethnography. Using principles and advice from Kozinets (2002) and (2010, 2016), you should conduct a brand netnography.  Select a brand (defined broadly)– then, using netnography, analyze how the brand fits into consumers’ lives, how consumers ‘talk about’ or showcase the brand, or ways that consumers create new meanings with the brand. You will then discuss how advertising professional might use these data to form product or advertising strategies. Please be sure to select at least TWO different online communities that fit the criteria outlined by Kozinets and compare and contrast how the nature of the community alters the (brand) content. Some communities to consider: Pinterest, Youtube, Facebook, and/or other communities specific to your brand (e.g., game, wedding, etc.) – You can use communities from your own cultural context as well. Tell us HOW the two communities fit the criteria. Please provide screenshots of the ‘homepage’ of the brand for the online communities you are selecting. Also provide examples of the ‘data’ you used and provide specific details about how you conducted your method (description of web site community – including approximate number of followers etc., dates for which you observed or key words selected etc.) – include screen shots of several of the actual posts and/or copy and paste key passages as examples. Please be specific about WHEN you collected the data, the number of posts, etc. Be sure to explicitly refer to and cite course readings and lecture notes on the topic to show how you applied course concepts in your assignment. For each community: analyze how the brand fits into consumers’ lives, how consumers ‘talk about’ or showcase the brand, or ways that consumers create new meanings with the brand. Also, discuss whether or how the ‘brand’ communicates with consumers. The main emphasis here is on the consumer not the brand, but understanding their interactions is important, too. Compare and contrast what you found: are the consumers and brand meanings similar or different across the two online communities? (be specific). Discuss how advertising professionals might use these data to form a strategy. The paper should be typed, double-spaced and should be about 3-6 pages