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Exploring the Secondhand Online Trading Culture: A Netnographic Analysis of the Dolap App

Hacı Halil BAŞER,Ceyda GÜLTEKİN

  • Hacı Halil BAŞER: KTO KARATAY ÜNİVERSİTESİ
  • Ceyda GÜLTEKİN: Selçuk Üniversitesi
  •  Year : 2026
  •  Vol : 6
  •  Issue : 1
  •  Page : 1-16
This article discusses how netnography can be applied to conduct covert research on sensitive research topics. The popular Dolap application is used as a case study. The research consists of a literature review covering the historical development and benefits of netnography, a qualitative analysis method, and a content analysis of a popular online application. Empirical findings show that consumers communicate about bargaining and product features while shopping through this application. The opportunity to mask and conceal their identity allows them to freely express their attitudes, thoughts, and experiences, and to openly ask questions. This article aims to demonstrate that netnography is a suitable methodology for researching sensitive topics, enabling researchers to obtain more reliable results regarding consumers' opinions, motivations, concerns, and what they pay attention to and communicate about with sellers or buyers in an inconspicuous and covert manner.
Cite this Article As : Başer, H. H., & Gültekin Başer, C. (2026). İkinci el online ticaret kültürünü keşfetmek: dolap uygulamasının netnografik analizi. Fivezero, 6(1), 1-16. https://doi.org/10.54486/fivezero.2026.51

Conflict of interest : The authors declare that they have no conflict of interest.

This article is published under the CC BY-NC 4.0 license.
Fivezero Dergisi
2026, Vol6, Issue1
E-ISSN: 2578-8965
Received : , Accepted : , Published Online :

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