UPDATING MARKETING RESEARCH VIA WEB 2.0 PLATFORMS: THE NETLYTIC TOOL AS A WAY TO CONDUCT A NON-PARTICIPANT OBSERVATION ON THE INTERNET

Resumo

This paper puts forward the claim that Web 2.0 Platforms can help Marketing researchers and professors to download collect data developing into more interesting Marketing research via the Netlytic online tool. I selected three cases on Twitter which may help marketing professors and researchers amplify their possibilities collecting data: the Ryan Lochte’s case - a famous American swimmer who lied to the Brazilian police in Rio Summer Olympic Games/Rio 2016; a Brazilian case involving the movie Aquarius  in 2016 - consumers who defend the right-wing parties  have boycotted this movie because they disagreed with actors who protested at Cannes Festival; and, the Pokémon Go mania in Brazil - a case study which enlightens to marketing professionals how they can visualize relevant issues about geographic information on Twitter.  Regarding these cases, this study presents three crucial Netlytic issues: Text Analysis, the Netlytic’s Network Analysis and the Netlytic’s General Report. This investigation attempts to address the issue of Marketing teaching and researching that may follow technological changes that impact our lives. I advocate here that we may take the opportunity as researchers investigating popular topics on Web 2.0 Platform and; as well as, using social media to go deeper to marketing or consumer behavior subjects in business post-secondary classes.