What is it about?

This paper started as a project by Emilio when he was a visiting scholar from Brazil at the University of Rhode Island, and attended the Qualitative Research Approaches seminar of Nik Dholakia. Julian Cabusas was also a part of this seminar. The iPhone had just entered the market and was the subject of intense online conversations. Emilio decided to do an online ethnographic study of a select set of such conversations.

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Why is it important?

The paper is useful in that it shows how here-and-now events, which typically attract either just a journalistic look or require considerable elapsed time for study and reflection, can be studied and conceptualized with some ease with online ethnography methods. The following review on online ethnography, for example, found this paper of value: Tuncalp, D. , Lê, P. L. (2014) "(Re)Locating boundaries: a systematic review of online ethnography”, Journal of Organizational Ethnography, Vol. 3 Iss: 1

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This page is a summary of: Social behavior and brand devotion among iPhone innovators, International Journal of Information Management, December 2010, Elsevier, DOI: 10.1016/j.ijinfomgt.2010.03.003.
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