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[td]'''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]]".<ref>{{Cite book |last=Kozinets |first=Robert |title=Netnography: the essential guide to qualitative social media research |date=2019 |publisher=SAGE Publications |isbn=978-1-5264-4470-7 |edition=3rd |location=Thousand Oaks, CA}}</ref>[/td] [td][/td]
[td][/td] [td]The term is a [[portmanteau]] combining "Internet" or "network" with "[[ethnography]]". Netnography was originally developed in 1995 by [[marketing]] professor Robert Kozinets as a tool to analyze [[fandom|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]].[/td]
[td]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]]{{sfn|''USC Annenberg''}}{{sfn|''βͺGoogle Scholarβ¬''}}) as a tool to analyze [[fandom|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]].[/td] [td][/td]
[td][/td] [td]It is a specific set of research practices related to [[data collection]], analysis, [[research ethics]], and representation, rooted in participant observation that can be conceptualized into three key stages: investigation, interaction, and immersion. A significant amount of the data originates in and manifests through the [[digital trace]]s of naturally occurring public conversations recorded by contemporary communications networks. Netnography uses these conversations as data. It is an interpretive research method that adapts the traditional, in-person [[participant observation]] techniques of [[anthropology]] to the study of interactions and experiences manifesting through [[digital communications]] {{harv|Kozinets|1998}}.[/td]
[td]It is a specific set of research practices related to [[data collection]], analysis, [[research ethics]], and representation, rooted in participant observation that can be conceptualized into three key stages: investigation, interaction, and immersion. A significant amount of the data originates in and manifests through the [[digital trace]]s of naturally occurring public conversations recorded by contemporary communications networks. Netnography uses these conversations as data. It is an interpretive research method that adapts the traditional, in-person [[participant observation]] techniques of [[anthropology]] to the study of interactions and experiences manifesting through [[digital communications]] {{harv|Kozinets|1998}}.[/td] [td]*{{cite news|last=Reid|first=Brian|year=1995|title=USENET Readership Report for March 1995}}[/td]
[td]*{{cite news|last=Reid|first=Brian|year=1995|title=USENET Readership Report for March 1995}}[/td] [td]*{{cite news|last=White|first=Erin|year=1999|title='Chatting' a Singer Up the Pop Charts: How Music Marketers Used The Web to Generate Buzz Before an Album Debuted|work=Wall Street Journal|pages=B1, B4}}[/td]
[td]*{{cite news|last=White|first=Erin|year=1999|title='Chatting' a Singer Up the Pop Charts: How Music Marketers Used The Web to Generate Buzz Before an Album Debuted|work=Wall Street Journal|pages=B1, B4}}[/td] [td]* {{cite web | title=Robert Kozinets | website=USC Annenberg | url=https://annenberg.usc.edu/faculty/robert-kozinets | ref={{sfnref|USC Annenberg}} | access-date=2025-08-30}}[/td] [td]* {{cite web | title=Robert V. Kozinets | website=βͺGoogle Scholarβ¬ | url=https://scholar.google.com/citations?user=_TUaYW4AAAAJ&hl=en | ref={{sfnref|βͺGoogle Scholarβ¬}} | access-date=2025-08-30}}[/td] [td][/td]
[td][/td] [td]==Further reading==[/td]
[td]==Further reading==[/td]
Continue reading...
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[td]'''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]]".<ref>{{Cite book |last=Kozinets |first=Robert |title=Netnography: the essential guide to qualitative social media research |date=2019 |publisher=SAGE Publications |isbn=978-1-5264-4470-7 |edition=3rd |location=Thousand Oaks, CA}}</ref>[/td]Revision as of 09:13, 30 August 2025
[/td][td]'''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]]".<ref>{{Cite book |last=Kozinets |first=Robert |title=Netnography: the essential guide to qualitative social media research |date=2019 |publisher=SAGE Publications |isbn=978-1-5264-4470-7 |edition=3rd |location=Thousand Oaks, CA}}</ref>[/td] [td][/td]
[td][/td] [td]The term is a [[portmanteau]] combining "Internet" or "network" with "[[ethnography]]". Netnography was originally developed in 1995 by [[marketing]] professor Robert Kozinets as a tool to analyze [[fandom|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]].[/td]
[td]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]]{{sfn|''USC Annenberg''}}{{sfn|''βͺGoogle Scholarβ¬''}}) as a tool to analyze [[fandom|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]].[/td] [td][/td]
[td][/td] [td]It is a specific set of research practices related to [[data collection]], analysis, [[research ethics]], and representation, rooted in participant observation that can be conceptualized into three key stages: investigation, interaction, and immersion. A significant amount of the data originates in and manifests through the [[digital trace]]s of naturally occurring public conversations recorded by contemporary communications networks. Netnography uses these conversations as data. It is an interpretive research method that adapts the traditional, in-person [[participant observation]] techniques of [[anthropology]] to the study of interactions and experiences manifesting through [[digital communications]] {{harv|Kozinets|1998}}.[/td]
[td]It is a specific set of research practices related to [[data collection]], analysis, [[research ethics]], and representation, rooted in participant observation that can be conceptualized into three key stages: investigation, interaction, and immersion. A significant amount of the data originates in and manifests through the [[digital trace]]s of naturally occurring public conversations recorded by contemporary communications networks. Netnography uses these conversations as data. It is an interpretive research method that adapts the traditional, in-person [[participant observation]] techniques of [[anthropology]] to the study of interactions and experiences manifesting through [[digital communications]] {{harv|Kozinets|1998}}.[/td] [td]*{{cite news|last=Reid|first=Brian|year=1995|title=USENET Readership Report for March 1995}}[/td]
[td]*{{cite news|last=Reid|first=Brian|year=1995|title=USENET Readership Report for March 1995}}[/td] [td]*{{cite news|last=White|first=Erin|year=1999|title='Chatting' a Singer Up the Pop Charts: How Music Marketers Used The Web to Generate Buzz Before an Album Debuted|work=Wall Street Journal|pages=B1, B4}}[/td]
[td]*{{cite news|last=White|first=Erin|year=1999|title='Chatting' a Singer Up the Pop Charts: How Music Marketers Used The Web to Generate Buzz Before an Album Debuted|work=Wall Street Journal|pages=B1, B4}}[/td] [td]* {{cite web | title=Robert Kozinets | website=USC Annenberg | url=https://annenberg.usc.edu/faculty/robert-kozinets | ref={{sfnref|USC Annenberg}} | access-date=2025-08-30}}[/td] [td]* {{cite web | title=Robert V. Kozinets | website=βͺGoogle Scholarβ¬ | url=https://scholar.google.com/citations?user=_TUaYW4AAAAJ&hl=en | ref={{sfnref|βͺGoogle Scholarβ¬}} | access-date=2025-08-30}}[/td] [td][/td]
[td][/td] [td]==Further reading==[/td]
[td]==Further reading==[/td]
Continue reading...
