Illusions of a "Bond": tagging cultural products across online platforms

Design/methodology/approach A layered and nested case study approach was used to analyze data from four online platforms: Goodreads, Last.fm, WordPress, and public library social discovery platforms. The top-level case study focuses on the book Casino Royale, by Ian Fleming, and its derivative products. The analysis of tagging practices in each of the four online platforms is nested within the top-level case study. ‘Casino Royale’ was conceptualized as a cultural product (the book), its derived products (e.g., movies, theme songs), as well as a keyword in blogs. A qualitative, inductive, and context-specific approach was chosen to identify commonalities in tagging practices across platforms whilst taking into account the uniqueness of each platform.