Identifying the market cyber experts in social networks: The application of thematic analysis

Abstract: With the growing use of social networks by many people, consumers take their purchasing decisions based on information in their social circles, and take advantage of the experiences of other consumers and their peers. The purpose of this study is to identify consumers in the name of market cyberspace experts that their views on attitudes and actions of other consumers are influential. Therefore, this exploratory research aims to create a better understanding of those factors that influence and being affected by this concept. The statistical population of the study was the consumers (24 persons) who were involved in cyberspace activities, such as social networks disseminating their information and experiences about products, brands and markets. We collected data using Snowball sampling with sequential approach and for analysis of the research data, thematic analysis has been used. Finally, the structures and identified variables have been reported in the form of conceptual map to answer the research question.