Blessed are the geeks: An ethnographic study of consumer networks in social media, 2006–2012
Blessed are the geeks: An ethnographic study of consumer networks in social media, 2006–2012
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极客有福了：2006-2012 年社交媒体消费者网络的民族志研究
DOI：
10.1080/0267257x.2013.787113
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发表时间：
2013
影响因子：
4.4
通讯作者：
R. Croft
中科院分区：
文献类型：
--
作者：
R. Croft
理解社交媒体中消费者网络的性质和范围已经变得复杂，因为它们的快速采用以及它们在部署时的适应和变异趋势。社交媒体最初被描述为Web 2.0技术，它似乎已经将传播权力的重心从品牌所有者、政府和大型媒体公司转移到了他们的受众身上。关于社交媒体营销的说法很多，但实证研究直到最近才开始出现在主流期刊上，而且大多数情况下都集中在品牌、产品和服务的作用上。本文介绍了一项为期六年的虚拟人种学研究的结果，该研究主要关注消费者，旨在初步了解这一不断发展的现象。研究发现，社交媒体在同心网络和特别群组中都包含了一系列复杂的人际关系。这些网络通过多方面的互惠展示发挥作用，产品、服务和品牌可能在其中发挥作用，但更有可能是建立关系的其他方面的外围。
Abstract Understanding the nature and extent of consumer networks in social media has been complicated by both their rapid adoption and their tendency to adapt and mutate as they have been deployed. Originally described as Web 2.0 technologies, social media appear to have shifted the locus of communicative power from brand owners, governments, and large media companies in favour of their audiences. Much has been claimed for social media marketing, but empirical studies are only recently starting to appear in leading journals, and in most cases concentrate on the role of brands, products, and services. This article presents the findings of a six-year virtual ethnography, one focused on the consumer, a study with the aim of gaining a preliminary understanding of this evolving phenomenon. It finds that social media contain sets of complex interpersonal relationships in both concentric networks and in ad hoc groupings. These networks function through multifaceted reciprocal displays in which products, services, and brands may have a role, but are more likely to be peripheral to other aspects of relationship building.