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Netnography and a summative content analysis approach to market research

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Alan Shaw discusses the application of a passive summative content analysis method to Netnography and how it can be used in marketing research. Image courtesy of Alan Shaw. Read the Study Image courtesy of interviewee. October 1, 2021

Institution: Leeds Beckett University

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Alan Shaw discusses the application of a passive summative content analysis method to Netnography and how it can be used in marketing research. Image courtesy of Alan Shaw.

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Image courtesy of interviewee. October 1, 2021

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