Brand communities for market trend discovery: A study to advance entrepreneurial marketing research

Information management has an important role for small and resource constrained firms. However the role of consumer insights in entrepreneurial marketing has remained under researched, specifically on how to gather, collect and access relevant information in the digitised consumer universe. This netnographic study fills this gap and proposes brand communities as a feasible source of valuable entrepreneurial marketing related insights, which can help small and resource constrained entrepreneurial firms to exploit opportunities and lower perceived market risks.