Creative Problem Resolution Strategies in On-Line Peer-To-Peer Communites: a Netnographic Exploration

I explore how information technology fosters opportunities for creative communication designers to connect with their audience. I develop the idea that on-line peer-to-peer communites can help communication designers to peek into the contextual, experiential, and participatory consumer knowledge that is “constructed” as people interact in social contexts. Using the netnographic method, I analyzed two longitudinal threads of collective interactions posted on a medical health-board to investigate the problem resolution strategies that consumers collectively construct around their experiences. Implications of such grounded, experiential, and hermeneutic analysis of on-line communities for advertising strategy are discussed.



Citation:

Rama Jayanti (2009) ,"Creative Problem Resolution Strategies in On-Line Peer-To-Peer Communites: a Netnographic Exploration", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 147-147.

Authors

Rama Jayanti, Cleveland State University, U.S.A



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



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