While there have been many different applications of social media data in the marketing field, one that is not well known but is arguably the most interesting, is Virtual Ethnography.
Virtual Ethnography is the process of conducting and constructing an ethnography using the virtual, online environment as the site of the research. With Virtual Ethnography, a market researcher can study a community online to gather insights within the context of marketing strategies and/or initiatives.
John Song & Jen Kersey, share their insights into Virtual Ethnography and illustrate them with a case study for the beloved marshmallow candy Peeps . The findings are both entertaining and quite insightful from a marketing perspective.