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The Nature and Social Uses of the Internet: A Qualitative Investigation
Author(s) -
MAIGNAN ISABELLE,
LUKAS BRYAN A.
Publication year - 1997
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1997.tb00395.x
Subject(s) - the internet , marketing , perception , qualitative research , population , social marketing , digital marketing , business , qualitative marketing research , internet privacy , advertising , sociology , public relations , psychology , computer science , quantitative marketing research , political science , world wide web , social science , return on marketing investment , demography , neuroscience
Despite the rapid growth of the Internet population, very little is known about consumers' perceptions and uses of this new medium. As a result, much uncertainty remains regarding the nature of marketing activities most appropriate on the Internet. The present paper proposes to clarify these issues on the basis of in‐depth interviews of Internet users. Findings highlight four main descriptions of the Internet which are associated with different social uses. Implications of these findings for both marketing practitioners and consumer researchers are outlined.