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Article
Publication date: 1 September 2002

Norbert Scholl, Sabine Mulders and Rob Drent

This paper describes an experimental study into the validity and reliability of international qualitative market research through the Internet. Is it possible to generate…

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Abstract

This paper describes an experimental study into the validity and reliability of international qualitative market research through the Internet. Is it possible to generate valuable and valid qualitative market information from several countries, on the basis of on‐line research organised from one country? The results of face‐to‐face research and on‐line research in Singapore, the United Kingdom and Sweden are compared. The study clarifies the opportunities and limitations in using this type of market research in an international context.

Details

Qualitative Market Research: An International Journal, vol. 5 no. 3
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 26 September 2018

Killian O’Leary and Stephen Murphy

This paper aims to explore consumer behaviour on the popular anonymous social networking site (SNS) Yik Yak. It examines the reasons behind the turn to anonymous social…

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1116

Abstract

Purpose

This paper aims to explore consumer behaviour on the popular anonymous social networking site (SNS) Yik Yak. It examines the reasons behind the turn to anonymous social networking and also considers the ways in which anonymity impacts consumers’ self-performances on SNS.

Design/methodology/approach

The study used a netnographic approach to explore Yik Yak across eight universities in Ireland and the UK. Data are based on observation and participation on the app. Screenshots on smart phones were the central method used to collect data. Data also included 12 in-depth interviews.

Findings

Young consumers are becoming fatigued by the negative effects of self-presentation on many SNS. By enabling consumers to engage in what they consider to be more authentic modes of being and interaction, Yik Yak provides respite from these pressures. Through the structures of its design, Yik Yak enables consumers to realise self-authentication in anonymised self-performances that engender a sense of virtue and social connection.

Practical implications

This research highlights the potential value of anonymous SNS in fostering supportive dialogue, concerning mental health amongst post-millennials.

Originality/value

By invoking a performative lens, this paper extends a novel theoretical approach to understandings of identity formation within consumer research. By highlighting anonymity as a dynamic process of socio-material enactments, the study reveals how consumers’ self-performances are brought into effect through the citation of various discursive arrangements, which promulgate distinct understandings of authenticity.

Details

European Journal of Marketing, vol. 53 no. 1
Type: Research Article
ISSN: 0309-0566

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