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The netnographic method as early warning: Linking antecedents of pre-release behavior of technology-enabled community to future market trends

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  • Divakaran, Pradeep Kumar Ponnamma

Abstract

Using the netnographic method, this study contributes to our understanding of the motivational factors (antecedents) which influences the online behavior of technology-enabled online community members. Such online behavior, which includes activities such as participation in different topics of discussions, posting comments, participating in rating and voting processes, is found to vary for different topics of discussions. After identifying the antecedents which explains the variations in community's online behavior during the pre-release period of upcoming products using the netnography method, these antecedents are then linked to the future market trends, thus providing an early warning system.

Suggested Citation

  • Divakaran, Pradeep Kumar Ponnamma, 2017. "The netnographic method as early warning: Linking antecedents of pre-release behavior of technology-enabled community to future market trends," Technological Forecasting and Social Change, Elsevier, vol. 125(C), pages 245-257.
    • Handle: RePEc:eee:tefoso:v:125:y:2017:i:c:p:245-257
    DOI: 10.1016/j.techfore.2017.08.003
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