Exploration of virtual content on the brand image of leather goods and the tourist destination of the city Marrakech: A netnographic study

Abstract

Netnography represents a potentially appropriate method of investigation for qualitative marketing studies. The main objective of our netnographic study is to explore the virtual content generated on the brand image of the tourist destination and that of the leather goods of the city of Marrakech. The use of this method has been apprehended because of its convenience as well as its relevance to marketing studies in virtual consumer communities. During this study, we have monitored, observed and collected the different opinions and comments that are directly related to our research areas, namely the brand image of leather goods and the brand image of the Marrakech destination.  Our empirical study reveals a substantial added value for institutions and researchers. The results of our research provide a better understanding of consumer perceptions of virtual communities. They also concluded that communication through social media is of great importance, especially in the promotion of products and territories. This could contribute to the improvement of the policy of promoting the image of products and tourist destinations.

JEL Classification: M30

Paper Type: Empirical Research