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



Share Proceeding

Featured papers

See More

Featured

Assuming Ordinality: Best-to-Worst Inferences in Vertical Lists

Mathew S. Isaac, Seattle University
SHAILENDRA PRATAP JAIN, University of Washington, USA

Read More

Featured

B1. Dynamic Pricing in Stationary Retailing - The Role of Consumer's Trust

Maximilian Clemens Pohst, Heinrich-Heine-University
Caspar Krampe, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University

Read More

Featured

Pursue Your Passions: Cultural Discourses about Consumer’s Heroic Wilderness Adventures

Nathan Warren, University of Oregon, USA
Linda L Price, University of Oregon, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.