The Field behind the Screen: Using Netnography for Marketing Research in Online Communities

@article{Kozinets2002TheFB,
  title={The Field behind the Screen: Using Netnography for Marketing Research in Online Communities},
  author={Robert V. Kozinets},
  journal={Journal of Marketing Research},
  year={2002},
  volume={39},
  pages={61 - 72}
}
  • R. Kozinets
  • Published 1 February 2002
  • Business
  • Journal of Marketing Research
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… 
Netography: Rich insights from online research
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Applying netnography to market research: The case of the online forum
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Toward auto-netnography in consumer studies
The purpose of this article is to offer an argument for a wider acceptance and adoption of online auto-ethnography—or auto-netnography as an alternative social media research method to online
Netnography as a marketing research tool in the fashion industry in Southeast Europe
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Studying Social Media Communities: Blending Methods With Netnography
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Netnography is an interpretive, qualitative research method that was introduced to consumer research by Robert Kozinets. Netnography adapts social science ethnographic research techniques such as
Investigating Hospitality Consumers Through Netnographic Methods
The Internet is redefining the way in which researchers and consumers can access information on hospitality products and experiences. For example, a growing number of online communities (e.g.,
Using Netnography to Explore the Culture of Online Language Teaching Communities.
TLDR
This paper overviews netnography and its applicability in studying online language learning and teaching communities, and discusses possible benefits of participant observer approach inNetnography in understanding the culture of online language Learning and Teaching communities.
From the self to the screen: a journey guide for auto-netnography in online communities
ABSTRACT Supported by the previous literature, the author explores the method of auto-netnography, delimiting and differentiating its scope and boundaries. This article contributes to the literature
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