Netnography as a marketing research tool in the fashion industry in Southeast Europe

In the past decades, marketing has been revolutionized by digital sources, which provide marketers with rich information on potential consumers.

Corresponding author:

Natyra Xharavina, Management School, The University of Sheffield, Conduit Rd, Sheffield SI0 IFL, UK. Email:


Apart from revolutionizing the communication process, the development of the Internet has reshaped the working practices of businesses by successively creating unprecedented opportunities for their activities (Quinton & Wilson, 2016). The opportu