The Nature and Social Uses of the Internet: A Qualitative Investigation

Despite the rapid growth of the Internet population, very little is known about consumers' perceptions and uses of this new medium. As a result, much uncertainty remains regarding the nature of marketing activities most appropriate on the Internet. The present paper proposes to clarify these issues on the basis of in‐depth interviews of Internet users. Findings highlight four main descriptions of the Internet which are associated with different social uses. Implications of these findings for both marketing practitioners and consumer researchers are outlined.