Nunes, Gibran Sales; Arruda Filho, Emílio José Montero - In: Innovation & Management Review 15 (2018) 3, pp. 230-246
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. …