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Casteleyn, Mottart & Rutten - How to Use Data From Facebook in Your Market Research

Casteleyn, Mottart & Rutten - How to Use Data From Facebook in Your Market Research

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Published by Jordi Casteleyn
Although social networking sites such as Facebook are increasingly being regarded as an interesting source of information, there are no specific techniques that adequately address the specific nature of social media. In our opinion, social networking sites display intentions of consumers and therefore techniques specifically designed to deal with this aspect have to be introduced. We propose using the theory developed by Kenneth Burke (1897–1993), to incorporate this data into market research. In this paper we focus on Facebook groups, but the techniques described can be used to analyse any social networking site.
Although social networking sites such as Facebook are increasingly being regarded as an interesting source of information, there are no specific techniques that adequately address the specific nature of social media. In our opinion, social networking sites display intentions of consumers and therefore techniques specifically designed to deal with this aspect have to be introduced. We propose using the theory developed by Kenneth Burke (1897–1993), to incorporate this data into market research. In this paper we focus on Facebook groups, but the techniques described can be used to analyse any social networking site.

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Published by: Jordi Casteleyn on Jun 20, 2012
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