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| Author: | Kozinets, R.V. |
| Title: | Click to connect: Netnography and tribal advertising |
| Journal: | Journal of Advertising Research
2006 : SEP, VOL. 46:3, p. 279-288 |
| Index terms: | advertising consumers culture networks Internet |
| Freeterms: | WWW |
| Language: | eng |
| Abstract: | In contemporary consumer culture, much meaningful consumption takes places in a communal, collective, and tribal environment. Advertisers and copywriters (hereafter as: advs-and-cpws.) would benefit from a culturally-grounded understanding of the language,.., and practices of the consumer tribes. This article suggests that the rigorous application of netnography - the online practice of anthropology - could be helpful to advs-and-cpws. when seeking this enhanced understanding. |
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