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Consumer Behavior and Entrepreneurship : A Netnographic Study


Affiliations
1 Research Scholar, Institute Department of Management Studies, Maharishi Markendeshwar University, Sadopur, Ambala-Haryana 133003, India
2 Associate Professor, Institute Faculty of Management Studies, Department of Management Studies, Maharishi Markendeshwar University, Sadopur, Ambala-Haryana 133003, India

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Nowadays, the whole world rather, the whole universe is a global village and the credit goes to globalization. Due to globalization, the internet came and consumers started buying online products. This research paper gives a framework on consumer behaviour with collaboration of entrepreneurs. This article presents an insight into the minds of consumers and entrepreneurs. This composition also identified the areas for further investigation which can be used as a stencil for entrepreneurs to understand the online behaviour of customers. The paper also endeavoured to merge from an applied perspective, two different yet connected concepts: the Netnographic approach, and end users’ tradition.

Keywords

Consumer Behaviour, Entrepreneur, Netnography, Online Buying

Paper Submission Date: May 24, 2018 ; Paper sent back for revision: June 25, 2018 ; Paper Acceptance Date: July 10, 2018

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  • Consumer Behavior and Entrepreneurship : A Netnographic Study

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Authors

Akanksha Dutta
Research Scholar, Institute Department of Management Studies, Maharishi Markendeshwar University, Sadopur, Ambala-Haryana 133003, India
Anupam Sharma
Associate Professor, Institute Faculty of Management Studies, Department of Management Studies, Maharishi Markendeshwar University, Sadopur, Ambala-Haryana 133003, India

Abstract


Nowadays, the whole world rather, the whole universe is a global village and the credit goes to globalization. Due to globalization, the internet came and consumers started buying online products. This research paper gives a framework on consumer behaviour with collaboration of entrepreneurs. This article presents an insight into the minds of consumers and entrepreneurs. This composition also identified the areas for further investigation which can be used as a stencil for entrepreneurs to understand the online behaviour of customers. The paper also endeavoured to merge from an applied perspective, two different yet connected concepts: the Netnographic approach, and end users’ tradition.

Keywords


Consumer Behaviour, Entrepreneur, Netnography, Online Buying

Paper Submission Date: May 24, 2018 ; Paper sent back for revision: June 25, 2018 ; Paper Acceptance Date: July 10, 2018




DOI: https://doi.org/10.17010/amcije%2F2018%2Fv1i4%2F141224