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Research Methods and Techniques in Public Relations and Advertising

Edited By Bayram Oguz Aydin and Emine Sahin

The authors in this volume present a new point of view related to research methods and techniques in public relations and advertising. The book seeks to provide a research guide that covers topics including selecting and writing a research subject, data collection, and analysis selection for beginner researchers. The articles focus on various methods such as netnographical analysis, experimental study, case analysis, discourse analysis, Delphi method, survey, etc.

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Netnographical Analysis of Voting Preferences of Women in Online Communities in Terms of Basic Values (Bayram Oğuz Aydın)

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Bayram Oğuz Aydın1

Netnographical Analysis of Voting Preferences of Women in Online Communities in Terms of Basic Values

1. Introduction

With the rapid development of communication and information technologies, online communities have formed on platforms where individuals can come together regardless of time and space in addition to traditional ‘real life’ communities. In order to scientifically investigate these communities, it was necessary to develop new methods. Although netnography has emerged to meet this need, it is still a relatively new method; it is used for cultural analysis as it successfully fulfills some criteria based on ethnography, including collecting and analyzing data and ethics.

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