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How to Use the Six-Step Digital Ethnography Framework to Develop Buyer Personas: The Case of Fan Fit
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 inte...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
JMIR Publications
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9736752/ https://www.ncbi.nlm.nih.gov/pubmed/36427232 http://dx.doi.org/10.2196/41489 |
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author | Fenton, Alex Heinze, Aleksej Osborne, McVal Ahmed, Wasim |
author_facet | Fenton, Alex Heinze, Aleksej Osborne, McVal Ahmed, Wasim |
author_sort | Fenton, Alex |
collection | PubMed |
description | 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. |
format | Online Article Text |
id | pubmed-9736752 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | JMIR Publications |
record_format | MEDLINE/PubMed |
spelling | pubmed-97367522022-12-11 How to Use the Six-Step Digital Ethnography Framework to Develop Buyer Personas: The Case of Fan Fit Fenton, Alex Heinze, Aleksej Osborne, McVal Ahmed, Wasim JMIR Form Res Viewpoint 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. JMIR Publications 2022-11-25 /pmc/articles/PMC9736752/ /pubmed/36427232 http://dx.doi.org/10.2196/41489 Text en ©Alex Fenton, Aleksej Heinze, McVal Osborne, Wasim Ahmed. Originally published in JMIR Formative Research (https://formative.jmir.org), 25.11.2022. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work, first published in JMIR Formative Research, is properly cited. The complete bibliographic information, a link to the original publication on https://formative.jmir.org, as well as this copyright and license information must be included. |
spellingShingle | Viewpoint Fenton, Alex Heinze, Aleksej Osborne, McVal Ahmed, Wasim How to Use the Six-Step Digital Ethnography Framework to Develop Buyer Personas: The Case of Fan Fit |
title | How to Use the Six-Step Digital Ethnography Framework to Develop Buyer Personas: The Case of Fan Fit |
title_full | How to Use the Six-Step Digital Ethnography Framework to Develop Buyer Personas: The Case of Fan Fit |
title_fullStr | How to Use the Six-Step Digital Ethnography Framework to Develop Buyer Personas: The Case of Fan Fit |
title_full_unstemmed | How to Use the Six-Step Digital Ethnography Framework to Develop Buyer Personas: The Case of Fan Fit |
title_short | How to Use the Six-Step Digital Ethnography Framework to Develop Buyer Personas: The Case of Fan Fit |
title_sort | how to use the six-step digital ethnography framework to develop buyer personas: the case of fan fit |
topic | Viewpoint |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9736752/ https://www.ncbi.nlm.nih.gov/pubmed/36427232 http://dx.doi.org/10.2196/41489 |
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