Anthology

Usefulness of Netnography in the digital banking context

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Publication Details

Author list: Dimitrova, Irina

Publisher: IGI Global

Place: USA

Publication year: 2022

Book title (if part of a book): Handbook of Research on Advanced Research Methodologies for a Digital Society

Start page: 280

End page: 294

Number of pages: 15

DOI: http://dx.doi.org/10.4018/978-1-7998-8473-6.ch018


Abstract

This chapter discusses the usefulness of netnography as a research method in the digital banking context. Netnography has become a relative attractive data collection and data analysis method in some social science research areas but is still relatively unknown in financial research. Compared with other research methods, netnography seems to have some advantages in the digital banking world, such as real-time customer feedback. Moreover, virtual observations can be used not only by researchers but also by bank representatives to, for example, find out how bank customers can contribute to value co-creation.


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Last updated on 2024-28-03 at 05:04