Netnography
Sign in to saveNetnography is a "form of qualitative research that seeks to understand the cultural experiences that encompass and are reflected within the traces, practices, networks and systems of social media".
~29 min read
Article
19 sectionsContents
- Netnography and ethnography
- Keys components
- Emotion and story
- Researcher
- Key source person
- Cultural fluency
- Cultural meaning(s) embedded in the Internet
- Data collection
- Data analysis
- Research ethics
- Advantages and limitations
- Sample netnographic analysis
- Phases in conducting netnography
- Four types of netnography
- Netnography application
- Notes
- References
- Further reading
- External links
Netnography is a "form of qualitative research that seeks to understand the cultural experiences that encompass and are reflected within the traces, practices, networks and systems of social media".
The term is a portmanteau combining "Internet" or "network" with "ethnography". Netnography was originally developed in 1995 by marketing professor Robert Kozinets (now USC Annenberg) as a tool to analyze online fan discussions about the Star Trek franchise. The use of the method spread from marketing research and consumer research to a range of other disciplines, including education, library and information sciences, hospitality, tourism, computer science, psychology, sociology, anthropology, geography, urban studies, leisure and game studies, and human sexuality and addiction research.