George Miaoulis co-authored a publication on Netnography as a marketing research tool in the fashion industry in Southeast Europe for the International Journal of Market Research. The article explores the evolving opportunities that online communities present to marketers in collecting consumer insights. It advances Southeast Europe’s marketing researchers’ understanding of netnography by introducing them to its concept, procedures, and implications.
This article was published in the International Journal of Market Research – January 2023:
The abstract can be found at: