The Field Behind the Screen: Using Netnography For Marketing Research in Online Communities

The Field Behind the Screen: Using Netnography For Marketing Research in Online Communities
Robert V. Kozinets, Journal of Marketing Research, January 3, 2014
So here's an interesting question I got in my email: is netnography a real thing? I have to confess that I don't know, as it's totally new to me. So what is netnography? Harrison Hayes writes, "In Netnography, online observations and interactions are valued as a cultural reflection that yields deep human understanding. Like in Ethnography, Netnography is naturalistic, immersive, descriptive, intuitive, adaptable, and focused on context." Robert Kozinets makes clear its relation to consumer research. and cites people like Sherry Turkle. More...