Published on in Vol 6, No 11 (2022): November
This is a member publication of University of Stirling (Jisc)
![How to Use the Six-Step Digital Ethnography Framework to Develop Buyer Personas: The Case of Fan Fit How to Use the Six-Step Digital Ethnography Framework to Develop Buyer Personas: The Case of Fan Fit](https://asset.jmir.pub/assets/45b2d4ab825cfce840bc812798e51ede.png 480w,https://asset.jmir.pub/assets/45b2d4ab825cfce840bc812798e51ede.png 960w,https://asset.jmir.pub/assets/45b2d4ab825cfce840bc812798e51ede.png 1920w,https://asset.jmir.pub/assets/45b2d4ab825cfce840bc812798e51ede.png 2500w)
1 Business School, University of Chester, Chester, United Kingdom
2 Marketing Department, KEDGE Business School, Marseille, France
3 Flight Story, London, United Kingdom
4 Management School, University of Stirling, Stirling, United Kingdom