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Digitale Consumer-Insights – netnografische Methoden in Theorie & Praxis

In: Praxishandbuch Digitales Management

Author

Listed:
  • Lucina Odoi

    (Hochschule Furtwangen (HFU), HFU Business School)

  • Mijka Ghorbani

    (International School of Management)

Abstract

Zusammenfassung Digitale Consumer-Insights als handlungsrelevante Einblicke in Wünsche, Werte und Verhalten von Konsument:innen sind essenziell für die moderne Unternehmensführung. Dieser Beitrag erläutert, wie Netnografie als Methode der qualitativen Social-Media-Forschung genutzt wird, um tiefe und kontextreiche Consumer-Insights zu generieren. Erstens werden theoretische Grundlagen und Charakteristika der Netnografie erklärt. Zweitens werden Praxisbeispiele aus B2C- und B2B-Kontexten vorgestellt. Drittens wird die Anwendung digitaler Consumer-Insights für die Markenführung beleuchtet. Abschließend werden Potenziale sowie auch mögliche Barrieren der Netnografiemethode verglichen, und es wird ein Ausblick auf zukünftige Entwicklungen im Bereich der künstlichen Intelligenz gegeben.

Suggested Citation

  • Lucina Odoi & Mijka Ghorbani, 2026. "Digitale Consumer-Insights – netnografische Methoden in Theorie & Praxis," Springer Books, in: Stefan Detscher & Michael Hepp (ed.), Praxishandbuch Digitales Management, pages 111-128, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49614-2_62
    DOI: 10.1007/978-3-658-49614-2_62
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