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
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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