2026-09-20T07:55:38Zhttps://wakespace.lib.wfu.edu/server/oai/request

oai:null:10339/376542026-09-02T14:18:17Zcom_10339_14934col_10339_38132

Gu, Qi 2013-01-09T09:35:12Z 2012 https://wakespace.lib.wfu.edu/handle/10339/37654 The rising popularity of social networks has sparked tremendous commercial interests. Brands and companies have taken various approaches to capturing the business potential of social networks, such as posting targeted ads and building online brand communities. This paper focuses on another emerging business application of social network sites (SNS): social listening. Unlike most current social network-based marketing efforts, social listening does not have a brand interact directly with existing and potential customers. Rather, it adopts an Internet-based ethnographical approach by taking a backseat and observing brand-related online chatter. Using a model based on the fantasy theme analysis and the theory of narrative bits, the paper argues that this nascent approach, also known as nethnography, has the potential to generate valuable SNS user-generated, brand-focused insights for industry practitioners in a cost-effective way while also fulfilling the branding goals that are currently served by existing approaches. en Wake Forest University consumer insight fantasy theme analysis social listening social media SOCIAL LISTENING: CONSUMER INSIGHT IN A NARRATIVE PYRAMID Thesis Mitra, Ananda Bridges, Sheri Communication forever 10000-01-01 restricted