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Usefulness of Netnography in the digital banking context
Mid Sweden University, Faculty of Human Sciences, Department of Economics, Geography, Law and Tourism.
Mid Sweden University, Faculty of Human Sciences, Department of Economics, Geography, Law and Tourism.ORCID iD: 0000-0001-5731-0489
2022 (English)In: Handbook of Research on Advanced Research Methodologies for a Digital Society / [ed] Gabriella Punziano and Angela Delli Paoli, USA: IGI Global, 2022, p. 280-294Chapter in book (Refereed)
Abstract [en]

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. 

Place, publisher, year, edition, pages
USA: IGI Global, 2022. p. 280-294
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Social Sciences Business Administration
Identifiers
URN: urn:nbn:se:miun:diva-43849DOI: 10.4018/978-1-7998-8473-6.ch018OAI: oai:DiVA.org:miun-43849DiVA, id: diva2:1614372
Available from: 2021-11-25 Created: 2021-11-25 Last updated: 2021-11-25Bibliographically approved

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Dimitrova, IrinaÖhman, Peter

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