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Cited by 637Focus Groups and Qualitative MethodsQualitative Research Methods and EthicsDigital Marketing and Social Media

Netnography

Kozinets, Robert V.·2015·The International Encyclopedia of Digital Communication and Society
DOI 10.1002/9781118767771.wbiedcs067
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Abstract

Netnography is a specific approach to conducting ethnography on the internet. It is a qualitative, interpretive research methodology that adapts traditional ethnographic techniques to the study of social media. As discussed in this entry, Netnography adds specific practices that include locating communities and topics, narrowing data, handling large digital datasets, analyzing digitally contextualized data, and navigating difficult online ethical matters and research procedures. The nature of researcher immersion and ethnographic (or “netnographic”) participation is also treated rigorously within netnography. The new approach has gained wide acceptance within business research and is spreading to other fields.

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Crossref · 10.1002/9781118767771.wbiedcs067

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  • Online netnographic activities followed the guidelines of Kozinets (2015) and were interrelated with the ethnography.

    “Online netnographic activities followed the guidelines of Kozinets (2015) and were interrelated with the ethnography.”

    From Lateral Exchange Markets: How Social Platforms Operate in a Networked Economy (2018) · cites this paper as Kozinets (2015)

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Authors
Kozinets, R. V.
Affiliations
York University (CA)
Corresponding author
Kozinets, Robert V.
ORCID
Kozinets, Robert V.
Venue
The International Encyclopedia of Digital Communication and Society
Publisher
Wiley
Published
2015-02-11
Pages
1-8
DOI
10.1002/9781118767771.wbiedcs067
OpenAlex
W4248042616
Cited by
635
References
15
Citations by year
2026: 80 · 2025: 85 · 2024: 65 · 2023: 88 · 2022: 71 · 2021: 67 · 2020: 57 · 2019: 38 · 2018: 44 · 2017: 26 · 2016: 13 · 2015: 1
Type
reference entry
Language
en
Open access
closed
Licence
doi.wiley.com/10.1002/tdm_license_1.1 (tdm)
Locations
The International Encyclopedia of Digital Communication and Society (publishedVersion)
Topics
  • Social Sciences › Sociology and Political Science › Focus Groups and Qualitative Methods
  • Social Sciences › Sociology and Political Science › Qualitative Research Methods and Ethics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Keywords
netnography, digital ethnography, social media research, online communities, researcher immersion, online research ethics, digital data analysis, business research methods

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