The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.
The Field behind the Screen: Using Netnography for Marketing Research in Online Communities
Abstract
The author develops “netnography” as an online marketing research technique for providing consumer insight. Netnography is ethnography adapted to the study of online communities. As a method, netnography is faster, simpler, and less expensive than traditional ethnography and more naturalistic and unobtrusive than focus groups or interviews. It provides information on the symbolism, meanings, and consumption patterns of online consumer groups. The author provides guidelines that acknowledge the online environment, respect the inherent flexibility and openness of ethnography, and provide rigor and ethics in the conduct of marketing research. As an illustrative example, the author provides a netnography of an online coffee newsgroup and discusses its marketing implications.
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Citations
Cites
The Discovery of Grounded Theory: Strategies for Qualitative Research
Glaser, B. G., & Strauss, A. L. (2017) · Aldine (Routledge reprint) · doi:10.4324/9780203793206 · Cited by 25,789
Muniz, A. M., & O'Guinn, T. C. (2001) · Journal of Consumer Research · doi:10.1086/319618 · Cited by 3,998
Thompson, C. J. (1997) · Journal of Marketing Research · doi:10.1177/002224379703400403 · Cited by 1,142
Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities
Mccracken, G. (1990) · doi:10.2979/1450.0 · Cited by 1,058
Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation
Arnould, E. J., & Wallendorf, M. (1994) · Journal of Marketing Research · doi:10.1177/002224379403100404 · Cited by 1,027
Cited by
Users of the world, unite! The challenges and opportunities of Social Media
Kaplan, A. M., & Haenlein, M. (2010) · Business Horizons · doi:10.1016/j.bushor.2009.09.003 · Cited by 17,875
“Several companies are already using social networking sites to support the creation of brand communities (Muniz & O’Guinn, 2001) or for marketing research in the context of netnography (Kozinets, 2002).”
Using Online Conversations to Study Word-of-Mouth Communication
Godes, D., & Mayzlin, D. (2004) · Marketing Science · doi:10.1287/mksc.1040.0071 · Cited by 2,601
Word of mouth communication within online communities: conceptualizing the online social network
Brown, J., Broderick, A. J., & Lee, N. (2007) · Journal of Interactive Marketing · doi:10.1002/dir.20082 · Cited by 1,661
We Are What We Post? Self-Presentation in Personal Web Space
Jensen Schau, H., & Gilly, M. C. (2003) · Journal of Consumer Research · doi:10.1086/378616 · Cited by 1,255
Paradox research in management science: Looking back to move forward
Schad, J., Lewis, M. W., Raisch, S., & Smith, W. K. (2016) · Academy of Management Annals · doi:10.5465/19416520.2016.1162422 · Cited by 1,385
Metadata
- Authors
- Kozinets, R. V.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 2002-02
- Volume
- 39
- Issue
- 1
- Pages
- 61-72
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W1983895294
- Cited by
- 3,962
- References
- 5
- FWCI
- 82.01
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
