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The relevance of netnography to the harness of Romanian health care electronic word-of-mouth.

Bratucu R, Gheorghe IR, Radu A, Purcarea VL - J Med Life (2014)

Bottom Line: Nowadays, consumers use the computer mediated communication to make purchase decisions on a large variety of products and services.Since health care services are archetypal by nature, consumers in this field are one of the most encountered users of electronic word-of-mouth.The objective of this paper is to explain and support the necessity of adopting a different qualitative method when electronic word of mouth is harnessed on health care dedicated forums, that is, netnography.

View Article: PubMed Central - PubMed

Affiliation: "Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania.

ABSTRACT
Nowadays, consumers use the computer mediated communication to make purchase decisions on a large variety of products and services. Since health care services are archetypal by nature, consumers in this field are one of the most encountered users of electronic word-of-mouth. The objective of this paper is to explain and support the necessity of adopting a different qualitative method when electronic word of mouth is harnessed on health care dedicated forums, that is, netnography.

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Methodological steps employed by the netnography
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Related In: Results  -  Collection

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Figure 3: Methodological steps employed by the netnography

Mentions: Compared to other methods used in research marketing, netnography is less time consuming, potentially less obtrusive, and less costly. Referring to common ethnographic procedures, Kozinets [32, p. 63] recommends the following methodological stages and procedures (Fig. 3):


The relevance of netnography to the harness of Romanian health care electronic word-of-mouth.

Bratucu R, Gheorghe IR, Radu A, Purcarea VL - J Med Life (2014)

Methodological steps employed by the netnography
© Copyright Policy - open-access
Related In: Results  -  Collection

License
Show All Figures
getmorefigures.php?uid=PMC4233439&req=5

Figure 3: Methodological steps employed by the netnography
Mentions: Compared to other methods used in research marketing, netnography is less time consuming, potentially less obtrusive, and less costly. Referring to common ethnographic procedures, Kozinets [32, p. 63] recommends the following methodological stages and procedures (Fig. 3):

Bottom Line: Nowadays, consumers use the computer mediated communication to make purchase decisions on a large variety of products and services.Since health care services are archetypal by nature, consumers in this field are one of the most encountered users of electronic word-of-mouth.The objective of this paper is to explain and support the necessity of adopting a different qualitative method when electronic word of mouth is harnessed on health care dedicated forums, that is, netnography.

View Article: PubMed Central - PubMed

Affiliation: "Carol Davila" University of Medicine and Pharmacy, Bucharest, Romania.

ABSTRACT
Nowadays, consumers use the computer mediated communication to make purchase decisions on a large variety of products and services. Since health care services are archetypal by nature, consumers in this field are one of the most encountered users of electronic word-of-mouth. The objective of this paper is to explain and support the necessity of adopting a different qualitative method when electronic word of mouth is harnessed on health care dedicated forums, that is, netnography.

Show MeSH