Studying the Electronic Word-of-Mouth Effects on Brand: Netnography of an Iranian Internet Forum

In nowadays highly competitive markets، corporate managers are looking for new ways to make people aware of their products، and promote their brands. For this purpose، they use a variety of marketing techniques to attract more customers. One of the most effective techniques، based on communications between individuals، is electronic Word-of-Mouth (WOM) marketing. In recent years، the increase of Internet users in Iran has created a proper opportunity for companies to use this technique beside traditional marketing methods. Doing this، in addition to increase of their market share and raising their customer’s product awareness، they can improve the company''s brand. So it is necessary for companies to pay more attention to the virtual spaces where WOM communications take place and even control them. This study is implemented on the basis of a qualitative research method known as Netnography. Using MAXQDA data analysis software، we tried to empirically explore one of these virtual internet spaces. For this purpose، some topics of an Iranian Internet forum discussing around home appliances were studied. So after identifying the constituent factors of the forum، some correlations between these factors were detected.