“Netnography” is the qualitative analysis of online communities to gain “cultural” insight into that community. Netnography involves the application of sociological and anthropological principles to conduct qualitative studies of these online communities, examining the content produced by members of that community as opposed to methods which involve quantification and statistical methods of analysis.
Netnography is also increasingly being viewed as an important research method in the context of counterterrorism. The principles of netnography are particularly useful in the context studying an extremist community, once it has been identified, to determine the messaging, dynamics, and structure of such a community.
This resource is the short research proposal of a paper presented at the 2014 Academy of Marketing Conference in Bournemouth, UK. The paper aimed to analyze British South Asian young adults' adoption, use and appropriation of smartphones.
This article studied a selection of right-wing extremist (RWE) groups on Twitter. The authors looked at particular language-based networks as case studies, collecting Twitter data for groups across eight countries.
This article is based on an interview with Michael A. Stefanone, an expert in behaviour and the social psychology of technology. The interview discusses the San Bernardino terrorist attacks and follows the realization that the perpetrators pledged allegiance to ISIS prior to the attacks.
This article is based on a research project conducted by the SecDev Group in collaboration with the U.S. National Institute for Justice (NIJ) in San Diego.
This 2015 slideshow and accompanying notes by netnography discipline founder Robert Kozinets presents an informative look at the ethical concerns to conducting netnographic and wider online data collection and cultural research.
This resource contains the description and data analysis from a research project conducted by Fifth Tribe into ISIS’s use of Twitter in the aftermath of the 2015 Paris Attacks.
This resource is an informative, visual and descriptive infographic by Fifth Tribe focused in ISIS’s use of Twitter. The infographic and descriptions in the article were written following the Paris attacks in November 2015.
This 2015 book chapter provides an insightful netnographic look at the phenomenon of online conversions to Islam.
This netnographic study examines al-Shabaab’s Western media strategy. The authors focus their study on the group’s recruitment of Western Muslims through the analysis of primary sources, interviews in East Africa and a quantitative analysis of the group’s Twitter outputs.
This article provides an insightful look into a project focused on monitoring online hate speech in South Sudan. The project is a joint collaboration pilot project between iHub Research and Search for Common Ground (SfCG).
This 2015 book chapter focuses on netnographic research. The author seeks to impart an understanding of netnography as a new qualitative, interpretive research methodology that uses Internet-optimized ethnographic research techniques to the study of online communities.
This 221 page book is a seminal text on the discipline of Netnography, written by the field’s founding author. While somewhat dated given its 2010 publication date, it is nevertheless a highly informative and foundational text.
This 320 page 2015 book is an updated version of the seminal text by its author, Netnography: Doing Ethnographic Research Online (2010) and is a go to resource for current netnographic research by the discipline’s founding author.
This article is based on a netnographic research project that studied political discussions in the Swedish LGBT online community Qruiser. The aim of the project was to understand what motivated participation in political forum threads on Qruiser.
This article argues that an individual’s traits and attributes can be predicted using their digital records, given the abundance of personal information found online.
This 2013 article provides a useful case study of particular social phenomena using netnographic research.
This is a foundational report and a seminal work in the study of social media intelligence and open source research. The paper reviews 245 papers in a semi-systematic literature review of how information and insight can be drawn from open social media sources.
This 2014 article is based on a study of terrorist groups’ use of web technologies in Sub Saharan Africa. The study investigated 245 terrorist groups operating across 45 countries in the Sub Saharan African region as determined by data held within the Global Terrorism Database (GTD).
This 2013 article works within a framework of netnography and provides an insightful look at the anti-foreigner climate encountered by the author in Sweden.
This source criticizes videos, analysis, and commentary circulated throughout Western social media for its reliance on English-only sources on the Syrian Civil War, promoting a biased and often inaccurate perspective on the conflict.
This article concerns the sophisticated use of online media platforms by individuals and organizations that promote violent Islamism.
This short 2014 online article compares the differences between netnography and other forms of digital ethnographic research. The author defines both netnography and digital ethnography as they are understood by the Center of Digital Ethnography Studies.
This 2002 article is a foundational piece in the field of netnography and is written by the founder of the discipline. While the article precedes the emergence of social media, it nevertheless provides some critical foundation to the emergence and original context of netnographic research.
This 2011 book uses a survey created by the authors to examine the growth of populist, also known as “nationalist” or “far-right”, parties in Europe by looking at their overall social media presence and analyzing the responses of online supporters.
This article is a seminal piece and a foundational resource in the field of social media analytics and open source intelligence by some of the field’s leading authors.
This short article is the Research Brief for the full report: “Lights, Camera, Jihad: Al-Shabaab’s Western Media Strategy”, which is also available in this Portal.
This 55 page deck is the slideshow for a 2012 webinar on netnography.
This short news article in The Daily Telegraph discusses European and North American jihadis’ use of Twitter and social media in Syria.
This 2013 slideshow provides a brief visual discussion of netnography used to gain insights into consumer interactions and communications. It includes some brief explanation of the key terms in the discipline, from the perspective of business management.
This 2010 white paper by the founder of the discipline of netnography provides a very clear and well-organized breakdown of the key terms, steps to research, and components of netnography. The article focuses on how social media understanding can drive innovation.
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