Originality/value of paper
Our method contributes to the current focus to define levels of analysis beyond research centered on individuals and individual interactions within groups to investigate other larger socialities. Further, our method also contributes by incorporating and investigating the mediatization of interaction that social media contributes with and therefore our methods actively work with the possibilities of social media. Hence, by extending the advances made by netnography into online spaces, online reception analysis can potentially inform the current status of big data research with a sociocultural methodological perspective.
Knudsen, G.H. and Kjeldgaard, D. (2014), "Online Reception Analysis: Big Data in Qualitative Marketing Research", Consumer Culture Theory (Research in Consumer Behavior, Vol. 16), Emerald Group Publishing Limited, Bingley, pp. 217-242. https://doi.org/10.1108/S0885-211120140000016011
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