Marketing Insights: A Netnographic Study of the Fitbit Sleep Better Online Community

Abstract

Despite growth in the wearable technology market, few studies investigate the various ways in which consumers use these devices. This research aims to understand the Fitbit “Sleep Better” online community; a niche customer segment who use fitness trackers for sleep-related functionality. We collect data using a web crawler and analyze it using a netnographic research method. Our preliminary analysis reveals themes of cocreation, brand love and brand trust. Our main analysis reveals the moderating role of update aversion on the bilateral interactions between the preliminary themes. The research implications, limitations, and future research directions are discussed.