Digitale Consumer-Insights – netnografische Methoden in T...

What this episode covers

Basierend auf dem Beitrag von Prof. Dr. Lucina Odoi und Dr. Mijka Ghorbani: 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.

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Frequently Asked Questions

How long is this episode of Digitales Management?

This episode is 6 minutes long.

When was this Digitales Management episode published?

This episode was published on January 22, 2026.

What is this episode about?

Basierend auf dem Beitrag von Prof. Dr. Lucina Odoi und Dr. Mijka Ghorbani: Digitale Consumer-Insights als handlungsrelevante Einblicke in Wünsche, Werte und Verhalten von Konsument:innen sind essenziell für die moderne Unternehmensführung. Dieser...

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