Apr 13, 2004 09:21 PDT
I thought you'd be interested in rich thought links below. Apologies for
Bala Pillai email@example.com
Inventor/Producer, APIC Mind Colonies/Halls Without Walls
-- from firstname.lastname@example.org --
Date: Mon, 12 Apr 2004 08:59:35 -0700
From: "Steve August" <email@example.com>
Subject: RE: on online ethnography (and my introduction)
Thanks for introducing yourself and for your reference to Kozinets. I
have recently become acquainted with his papers and I think he was way
ahead of the curve in recognizing the possibilities with online
communities vis-a-vis market research. He uses the term "netnography"
which he apparently coined back in 1998, when he first started writing
about this topic.
You mentioned that your interest is internet marketing with one focus
point on online communities. Have you read some of Dina Mayzlin's
papers? She's an Assistant Professor at Yale Business school and has
worked on a number of papers in which she attempts to measure the impact
of online word of mouth and promotional chatter in online communities.
Here's the link to her Yale home page:
And links to her papers:
The Influence of Social Networks on the Effectiveness of
July 17, 2002
Using Online Conversations to Study Word of Mouth Communication
David Godes and Dina Mayzlin
Promotional Chat on the Internet
June 28, 2003
The Effect of Word of Mouth Online: Online Book Reviews
Judith Chevalier and Dina Mayzlin
Oct 5, 2003
I thought Using Online Conversations to Study Word of Mouth
Communication was especially interesting in describing the different
parameters of online word of mouth.
270 Chattanooga Street
San Francisco, CA 94114
Sent: 4/10/2004 12:58 PM
Subject: [of] on online ethnography (and my introduction)
i should introduce myself first, i subscribed recently and i am finding
the list a great place to read and learn already.
I just finished college (B.Sc International Marketing and TQM). My main
interest is internet marketing, with two focus points: online
and their marketing implications and pay-for-performance marketing
was the subject of my thesis). I am located in Budapest, Hungary.
"Steve August" <firstname.lastname@example.org> wrote:
| ||We've been|
calling our technique virtual ethnography and have added it our more
traditional off-line services.
you may find these articles useful regarding "virtual ethnoraphy":
Robert V. Kozinet:
"On Netnography: Initial Reflections on Consumer Research Investigations
"The Field Behind the Screen: Using the Method of Netnography To
Research Market-Oriented Virtual Communities"
"I Want to Believe: A Netnography of the The X-Philes' Subculture of
All available to download here: