CONSUMPTION AND COMMUNICATION OF LUXURY BRANDS ONLINE – ILLUSTRATING A QUALITATIVE ONLINE CASE STUDY

Internet research has grown tremendously over the last decade and we see new and elaborate ways to use the Internet for data generation with increased technological abilities as well as increased Internet usage among companies and consumers. This paper illustrates a qualitative online study within the field of marketing with focus on the consumption and communication of brands. The specific interest is in showing how a particular phenomenon is studied using different Internet research methods and how this has resulted in more thick qualitative descriptions of consumption and communication in an online environment. The paper shows how the aim and context of a study leads to an Internet research approach and how the online study was conducted, the methods that were used, the results it gave and thus also sketches the possibilities and future of Internet research.