This inductive study will use semi-structured phenomenological interviews and participant diary entries, piloting a new hybrid methodology termed ‘autonetnography’, derived from autoethnography (eg - Hayano,1979; Coffey, 1999; Sparkes, 2000; Bochner & Ellis, 2006) and ‘netnography’ (Kozinets, 1997) - participants reflecting prior to interview upon their online interpersonal transactions, critical incidents and communications acting as conduits to organisation-level RM strategies. Template Analysis will help to construct ‘ethnonarratives’ (Hansen, 2006) from participants’ lived experiences, examining effects on RM.
|Title of host publication||Academy of Marketing|
|Subtitle of host publication||Marketing Dimensions: People, places and spaces|
|Publication status||Published - 1 Jul 2014|
|Event||Academy of Marketing Annual Conference: Marketing Dimensions: People, Spaces and Places - Bournemouth University|
Duration: 1 Jul 2014 → …
|Conference||Academy of Marketing Annual Conference: Marketing Dimensions: People, Spaces and Places|
|Period||1/07/14 → …|