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

Hacı Halil BAŞER

doi:https://doi.org/10.54486/fivezero.2026.51

Hacı Halil BAŞER, Ceyda GÜLTEKİN

Year : 2026
Vol : 6
Issue : 1
Page : 1-16

DOI : https://doi.org/10.54486/fivezero.2026.51

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

Description : Yazarların hiçbiri, bu makalede bahsedilen herhangi bir ürün, aygıt veya ilaç ile ilgili maddi çıkar ilişkisine sahip değildir. Araştırma, herhangi bir dış organizasyon tarafından desteklenmedi.Yazarlar çalışmanın birincil verilerine tam erişim izni vermek ve derginin talep ettiği takdirde verileri incelemesine izin vermeyi kabul etmektedirler. None of the authors, any product mentioned in this article, does not have a material interest in the device or drug. Research, not supported by any external organization. grant full access to the primary data and, if requested by the magazine they agree to allow the examination of data.

Exploring the Secondhand Online Trading Culture: A Netnographic Analysis of the Dolap App, Research Article,
2026, Vol. 6 (1)

Received : 26.06.2026, Accepted : 06.07.2026 , Published Online : 21.07.2026