Netnography: An Internet-Optimized Ethnographic Research Technique

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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. The chapter is number five in the volume: Market Research Methodologies: Multi-Method and Qualitative Approaches. The author argues that when studying sensitive research topics, and in particular when access to informants is difficult, netnography can be applied in an analysis of cross-consumer online communications.

This chapter will be of use to PVE researchers and practitioners interested in building their understandings of the strengths and issues surrounding the use of netnographic studies to the study of online communities.

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Shirin Alavi