How to Use the Six-Step Digital Ethnography Framework to Develop Buyer Personas: The Case of Fan Fit
Affiliation
University of Chester; KEDGE Business School; Flight Story; University of StirlingPublication Date
2022-11-25
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Background: One of the key features of digital marketing is customer centricity, which can be applied to the domain of health. This is expressed through the ability to target specific customer segments with relevant content using appropriate channels and having data to track and understand each interaction. In order to do this, marketers create buyer personas based on a wide spectrum of quantitative and qualitative data. Digital ethnography is another established method for studying web-based communities. However, for practitioners, the complexity, rigor, and time associated with ethnographical work are sometimes out of reach. Objective: This paper responds to the gaps in the practically focused method of using social media for digital ethnography to develop buyer personas. This paper aims to demonstrate how digital ethnography can be used as a way to create and refine buyer personas. Methods: Using a case study of the Fan Fit smartphone app, which aimed to increase physical activity, a digital ethnography was applied to create a better understanding of customers and to create and refine buyer personas. Results: We propose two buyer personas, and we develop a 6-step digital ethnography framework designed for the development of buyer personas. Conclusions: The key contribution of this work is the proposal of a 6-step digital ethnography framework designed for the development of buyer personas. We highlight that the 6-step digital ethnography could be a robust tool for practitioners and academicians to analyze digital communications for the process of creating and updating data-driven buyer personas to create deeper insights into digital and health marketing efforts.Citation
Fenton, A., Heinze, A., Osborne, M., & Ahmed, W. (2022). How to use the six-step digital ethnography framework to develop buyer personas: The case of fan fit. JMIR Formative Research, 6(11), e41489. https://doi.org/10.2196/41489.Publisher
JMIR PublicationsJournal
JMIR Formative ResearchDOI
10.2196/41489Additional Links
https://formative.jmir.org/2022/11/e41489/Type
ArticleISSN
No print ISSNEISSN
2561-326Xae974a485f413a2113503eed53cd6c53
10.2196/41489
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Except where otherwise noted, this item's license is described as https://creativecommons.org/licenses/by/4.0/