Practices of Netnography and Mixed Quantitative Data Analysis Methods in Experiential Marketing

Abstract

Advancements in digital areas resulted in an opportunity for consumers to share their experiences in easy, quick, and through various means. Experiential marketing research focuses on how to get consumer insights from product and service experiences of consumers on social media and how to transform these insights into profits for companies. This chapter discusses the netnography technique based on the gathering and interpretation of posts of consumers shared about their product/service experiences in digital environments and the marketing practices of this technique. On the other hand, considering the volume and variety of data that are increasing in digital areas, it also dwells on the practical benefits of the use of mixed research models that would allow getting benefit from both the in-depth information potential offered by the lithography technique and the dynamic structure of quantitative data analysis techniques.