My First Step to Know My Child “Pregnant School”: A Netnographic Analysis

The concept of netnography, which was first used by Kozinets in the literature, is explained as examining the interactions of virtual communities, which are not in contact with each other in the physical world, but come together via the internet, about their habits and expectations.In other words, it is a research method used to interpret virtual cultures, which have their own characteristics, formed by virtual communities formed by the presence of computer-mediated communication technologies.This study aims to thematically analyse the user comments on the most viewed YouTube video of an expert who provides information about pregnancy and postpartum processes.The netnographic method was used in the study to analyse the participant comments in the channel community of the expert who produced content on the subject.In accordance with the prescribed methodology, a total of 566 user comments were incorporated into the analysis.These comments were sourced from the most widely viewed video featuring the content producer, an acknowledged expert within their respective domain.User comments were analysed using MAXQDA software.The analysed YouTube channel provides information about pregnancy and postpartum processes.The research was discussed within the framework of the three codes determined.The analytical framework encompasses three primary facets: information evaluation, product evaluation, and experience sharing.As a result of the research, it was determined that expectant mothers needed guidance before birth.