netnography via passive observation. Data collection was conducted using the social network Reddit over a period of about four … months. Findings: Three categories and two subcategories of consumers were found, namely, socially satisfied; socially … as positive and negative for consumers which blocked the technology launch in the market. …

consumers and league. Based on this, this study aims to analyze how the interaction in social media of the Brazilian NFL … undertaken was Netnography, commonly used to investigate cultural practices occurring in online environments. The research corpus …

netnography via passive observation. Data collection was conducted using the social network Reddit over a period of about four … months. Findings: Three categories and two subcategories of consumers were found, namely, socially satisfied; socially … as positive and negative for consumers which blocked the technology launch in the market. …