A Brief Introduction to Netnography
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The document provides an introduction to netnography, which is a form of qualitative research using online communities. It discusses the history and basic concepts of netnography. Specifically, it notes that 1) the history of netnography is tied to the rise of the internet, and 2) netnography comes from practical application and requires constant self-reflection. It also briefly describes a case study on reduced consumption and key findings from analyzing online communities.
A Brief Introduction to Netnography
- 1. Modern techniques of qualitative research : Brief Introduction to Netnography Eva Perčič Ljubljana, april 2009
- 8. HISTORY History of netnography is a history of the Internet. Netnography comes from practice.
- 9. 1. History of netnography is a history of the Internet.
- 10. 1. History of netnography is a history of the Internet.
- 11. 1. History of netnography is a history of the Internet.
- 12. 1. History of netnography is a history of the Internet.
- 13. 1. History of netnography is a history of the Internet.
- 14. 1. History of netnography is a history of the Internet.
- 15. 1. History of netnography is a history of the Internet.
- 16. 1. History of netnography is a history of the Internet.
- 17. 2. Netnography comes from practice.
- 18. 2. Netnography comes from practice.
- 19. 2. Netnography comes from practice.
- 20. BASIC CONCEPTS Different terminology - similar approach. Netnography requires constant reflection (and appropriate modification if necessary). Key netnographic dilemma: staying under cover or not?
- 21. 1. Different terminology - similar approach.
- 22. 1. Different terminology - similar approach.
- 23. 1. Different terminology - similar approach.
- 24. 1. Different terminology - similar approach.
- 25. 1. Different terminology - similar approach.
- 26. 1. Different terminology - similar approach.
- 27. 2. Netnography requires constant reflection (and appropriate modifications if necessary).
- 28. 2. Netnography requires constant reflection (and appropriate modifications if necessary).
- 29. 2. Netnography requires constant reflection (and appropriate modifications if necessary).
- 30. 2. Netnography requires constant reflection (and appropriate modifications if necessary).
- 31. 2. Netnography requires constant reflection (and appropriate modifications if necessary).
- 32. 2. Netnography requires constant reflection (and appropriate modifications if necessary).
- 33. 2. Netnography requires constant reflection (and appropriate modifications if necessary).
- 34. 3. Key netnographic dilemma: Staying under cover or not?
- 35. 3. Key netnographic dilemma: Staying under cover or not?
- 36. 3. Key netnographic dilemma: Staying under cover or not?
- 37. 3. Key netnographic dilemma: Staying under cover or not?
- 38. 3. Key netnographic dilemma: Staying under cover or not?
- 39. 3. Key netnographic dilemma: Staying under cover or not?
- 40. CASE STUDY: The Shopping Diets What are possible advantages of reduced consumption for consumers? The Compact movement and Netblography The key findings
- 41. 1. What are possible advantages of reduced consumption for consumers?
- 42. 1. What are possible advantages of reduced consumption for consumers?
- 43. 1. What are possible advantages of reduced consumption for consumers?
- 44. 1. What are possible advantages of reduced consumption for consumers?
- 45. 1. What are possible advantages of reduced consumption for consumers?
- 46. 1. What are possible advantages of reduced consumption for consumers?
- 47. 1. What are possible advantages of reduced consumption for consumers?
- 48. 1. What are possible advantages of reduced consumption for consumers?
- 49. 2. The Compact movement and Netblography
- 50. 2. The Compact movement and Netblography
- 51. 2. The Compact movement and Netblography
- 52. 2. The Compact movement and Netblography
- 53. 2. The Compact movement and Netblography
- 54. 2. The Compact movement and Netblography
- 55. 2. The Compact movement and Netblography
- 56. 3. The key findings
- 57. 3. The key findings
- 58. 3. The key findings
- 59. 3. The key findings
- 60. 3. The key findings
- 61. 3. The key findings
- 62. 3. The key findings
- 63. DISCUSSION
- 64. DISCUSSION
- 65. DISCUSSION
- 66. DISCUSSION
- 67. Further reading … Kozinets, Robert, V. 2002. The field behind the screen: using netnography for marketing research in online communities. Journal of Marketing Research 39(11): 61−72. −−− 2006a. Netnography 2.0. V Handbook of Qualitative Research Marketing , ur. Russell W. Belk, 129−142. Northampton: Edward Elgar Publising. −−− 2006b. Netnography. V The sage dictionary of social research methods , ur. Victor Jupp, 193−195. Sage Publications: London, Thousands Oaks, New Delhi −−− 2006c. Click to Connect: Netnography and Tribal Advertising. Journal of Advertising Research 46(3): 279−288. Langer, Roy in Suzanne, C. Beckman. 2005. Sensitive research topics: netnography revisted. Qualitative Marketing Research: An International Journal 8(2): 189−203.