How to Use the Six-Step Digital Ethnography Framework to Develop Buyer Personas: The Case of Fan Fit.

Alex Fenton Aleksej Heinze McVal Osborne Wasim Ahmed

Published in: JMIR formative research (2022)

The key contribution of this work is the proposal of a 6-step digital ethnography framework designed for the development of buyer personas. We highlight that the 6-step digital ethnography could be a robust tool for practitioners and academicians to analyze digital communications for the process of creating and updating data-driven buyer personas to create deeper insights into digital and health marketing efforts.

Keyphrases

healthcare
primary care
public health
mental health
health information
climate change
social media