Changes in consumer values after a major event have been assessed by traditional polls, but these traditional polls are significantly limited to be applied retroactively. The authors carried out a survey on 'value' changes caused by the March 2011earthquake in Japan, using a social media research method and blog articles posted in the past three-years. The analysis indicated a change in values among the Japanese such as an increase in simple and modest consumption. From this research the authors clarified possibilities and limits of Social Media Research.
This paper will make a number of observation about blogging, the activity of contributing regularly to a dedicated, often personal, online space, and ask questions of people who blog. This paper will call into question the accessibility of real identity of bloggers and consequently of their true motives for blogging. This paper will conclude by discussing the need for future research into online authenticity and trust, as well as outline ho GfK NOP plans to develop further understanding in this area.
During this summer's UEFA Euro 2008, some football fans were interviewed after Turkey lost a semi-final match against Germany. They were Germans of Turkish origin and could hardly contain their anger against Germany at Turkey losing understandably, since Turkey had played the better game. But when asked at the end of the interview whom they would now support in the final, they shouted without hesitation: Deutschland! In our paper and presentation we take a fresh look at multi-cultural identities. We explore what it means to be 'Deutschtrk' (or Turkisch-Deutsch), how cross-cultural identities are formed and what this means for research and marketing. We show how through the combination of two cultures, a new third culture emerges which is in many respects very different to the 'origin cultures' and how this can lead to cultural complications and misunderstandings. In preparation for the paper, we have conducted an extensive piece of research with first and second generation Turks living in Germany using a community based approach combining Focus Blogs and Groups. The research was conducted before Euro 2008 but during the tournament we could predict that there would not be any serious conflicts during and after the match between Germany and Turkey! In our paper we will explain why.
This paper is a result of an internal study conducted by Virtual Surveys to investigate the role of online shopping within the broader retail market. Using a combination of online diaries (blogs) and interactive bulletin boards, consumers' shopping habits were investigated. In particular, focused was placed on the importance of the social aspect of High Street Shopping versus the online shopping experience. The research conclusions and the implications for the future of (online) retail are outlined.