• Dr.REENA SHYAM

Abstract From globalization to changing technology, there is a strong need for organizations to adapt in order to stay relevant in today’s business environment. One of the most pronounced shifts in the past decade has been advancement of Technology. It has been an important characteristic of the current business environment requiring organizations to respond with innovative practices to sustain in the long run. Over the years the internet has emerged as a fertile ground for a new field of qualitative market research called Netnography. This paper aims at understanding what is Netnography, how Netnography is conducted with an illustration using the case of brand Listerine. The paper concludes with recommendations on the usage of Netnographic research and its future prospects.

Netnography,Etnography ,Online communites,Market research

"Applying Nethnography in Market Research - An Adaptation to the Rising Digital Technology", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 2, page no.58-64, February-2018, Available :http://www.jetir.org/papers/JETIR1802008.pdf

"Applying Nethnography in Market Research - An Adaptation to the Rising Digital Technology", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 2, page no. pp58-64, February-2018, Available at : http://www.jetir.org/papers/JETIR1802008.pdf