is netnography qualitative or quantitative

Ethnography is a robust qualitative anthropological approach that is considered to be the Cadillac of social research. Netnography has been used in various ways, and this has resulted in a dilution and diversification of the principles of netnography. As the number of internet users continued to increase around the world, and more parts of individuals lives began occurring online, the popularity of netnography increased rapidly among both researchers and practitioners (Kozinets, 2015). Tikkanen, H., Hietanen, J., Henttonen, T. and Rokka, J. 14 No. It explains the ways in which media audiences are measured, understood and taken into account in media planning, . What other methods could be used instead? 1 No. 18 No. 10, pp. Ethnographic research has several disadvantages to consider as well. 14 No. Similarly, Lindblad and Ostberg (2011) used online forums in which Swedish youth communicate and interact to explore how identity among young consumers is largely formed by delimitations of what they do not identify with. (2011), Doing the duck: negotiating the resistant-consumer identity, European Journal of Marketing, Vol. Cocker, H.L. View or download all content my institution has access to. Published by Emerald Publishing Limited. Caliandro, A. 17 No. (2011), How Brand communities emerge: the beamish conversion experience, Journal of Marketing Management, Vol. 302-326. Not surprisingly, the analysis revealed a rapid growth in the use of netnography by marketing researchers. (2010), Netnography. 553-560. (2011), The cultural role of stigmatized youth groups: the case of the Partille Johnnys of Sweden, Research in Consumer Behavior, Vol. Quantitative research methods emphasize objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys, or by manipulating pre-existing statistical data using computational techniques. 12 No. 3, pp. In this review across research fields, topics and methodological applications, the identified netnographic marketing studies were categorized into traditional services, a service perspective or none. Exploring brides online communities, Exploring virtual worlds: success factors in virtual world marketing, Toward a methodology for developing evidence-informed management knowledge by means of systematic review, (Re)locating boundaries: a systematic review of online ethnography, Mediating tourist experiences access to places via shared videos, Evolving to a new dominant logic for marketing, Service dominant logic: continuing the evolution, Innovation through institutionalization: a service ecosystems perspective, Green Capital and social reproduction within families practicing voluntary simplicity in the US, Cyber-ethnography and the emergence of the virtually new community, Ethnography, reality, and truth: the vital need for studies of how things work in organizations and management, Online communities and the sharing of extraordinary restaurant experiences, New insights into online consumption communities and netnography, Stories visitors tell about Italian cities as destination icons. beliefs) and emotional (i.e. 8 No. and Huberman, A.M. (1994), Qualitative Data Analysis: An Expanded Sourcebook, Sage Publications, Thousand Oaks, CA. When Kozinets (1997, 1998) developed netnography in the 1990s, customers online presence was limited to virtual communities of enthusiasts discussing common interests and forming their own cybercultures. 1, pp. 6, pp. Answer a handful of multiple-choice questions to see which statistical method is best for your data. 597-599. Edit your bookmarks, and give them a new title and URL. 29 Nos 5/6, pp. In todays environment of digitalization, netnography is more relevant than ever before (Simmons, 2008; Tikkanen et al., 2009; Rokka, 2010). 3, pp. To avoid such problems, Kozinets (2002, 2015) recommended that researchers disclose their presence and obtain permission before quoting any specific postings. 67-84. 27 No. Medberg, G. and Heinonen, K. (2014), Invisible value formation: a netnography in retail banking, International Journal of Bank Marketing, Vol. Despite the fact that much of customers decision-making has moved online, very few netnographic studies have been conducted on online-related aspects of customers decision-making processes. 9, pp. 1377-1401. Netnography is a suitable method for studying different phenomena related to consumption and identities, as anonymous online environments are spaces in which consumers often feel comfortable sharing private reflections on themselves. (1998), On netnography: initial reflections on consumer investigations of cyberculture, Advances in Consumer Research, Vol. Different goals require different strategies and hence a lot of time should be spent on deciding the role of the researcher. In 1995, Robert Kozinets used coined the term netnography when he used this tool to analyze online fan discussions about the new Star Trek movies. The typical ethnography is a holistic study and so includes a brief history, and an analysis of the terrain, the climate, and the habitat. The internet, with its ability to connect people around the globe, has also become the main arena for customers brand-related expressions, discussions, opinions and experiences (Edelman, 2010). Perhaps most debated is Kozinets (2002) ethical guidelines that a netnographer should always: fully disclose his/her presence and intentions; ensure the confidentiality and anonymity of informants; seek and incorporate feedback from online community members; and. For example, Kozinets (1997) identified three foundational themes constituting the X-Philes subculture: shared aesthetic tastes, shared experience of awe and mystery, and a shared drive to consume the symbols related to The X-Files (p. 471). However, two people may have very different qualitative accounts of how they experience a particular event. 2, pp. Social media networking communities offer many opportunities for participants to influence and inform one another about products, services, and brands (Muniz and OGuinn 2001). 5, pp. To identify and gather all the marketing studies using netnography, the descriptors netnography OR netnographic were used in the literature search. 1-27. Finally, the decision to include only articles written in English and published in marketing journals means that interesting netnographic studies in conference papers, doctoral dissertations and book chapters and in other languages might have been overlooked. 27 Nos 9/10, pp. and Olson, J.C. (2002), Mapping consumers mental models with ZMET, Psychology and Marketing, Vol. London: SAGE Publications Ltd., 2011. For example, the topics of consumer identity, brand management and brand communities were rarely explored within a services context or from a service perspective. 2, pp. . He also regularly serves as a reviewer of several marketing and service research journals. (2012), So whaddya think? Instead, these studies often focused on product-, brand- or culturally related aspects of consumption. Ethnographic enquiry has traditionally been used to gain a deep understanding of marketplace cultures and actors (Schouten and McAlexander, 1995). Can also drag/drop them to reorder how you see fit. Bjrk, P. and Kauppinen-Risnen, H. (2012), A netnographic examination of travelers online discussions of risks, Tourism Management Perspectives, Vol. Please log in from an authenticated institution or log into your member profile to access the email feature. Xia, L. (2013), Effects of companies responses to consumer criticism in social media, International Journal of Electronic Commerce, Vol. An analysis of afterhours fans responses to the bands participation in the Sanremo music festival, Netnography: range of practices, misperception, International Journal of Qualitative Methods, Brand volunteering: value co-creation with unpaid consumers, Blessed are the geeks: an ethnographic study of consumer networks in social media, 2006-2012, Consumption compromises: negotiation and unification within contemporary families, Using qualitative research synthesis to build an actionable knowledge base, From targets to recruits: the status of consumers within the political consumption movement, International Journal of Consumer Studies, Knee-high boots and six-pack abs: autoethnographic reflections on gender and technology in second life, Online destination image of India: a consumer based perspective, International Journal of Contemporary Hospitality Management, Branding in the digital age. What is the difference between ethnography and qualitative research? 1, pp. In fact, almost any online space that reveals anything about customers value creation processes should be an interesting research context for service researchers. CIA World Factbook (2016), available at: www.cia.gov/library/publications/the-world-factbook/ (accessed 5 June 2016). Netnography runs counter to the current trend to quantify social media, producing charts and graphs based on the many ways social media networking is monitored and analyzed. 1, pp. 322-331. In todays world, with the increasing dynamism and online social interaction, it often makes sense to combine traditional offline methods with netnography. 9, pp. A service perspective was defined as an implicit or explicit focus on value (co-)creation through the customer lens (Edvardsson et al., 2005). 165-188. Christodoulides, G. (2009), Branding in the post-internet era, Marketing Theory, Vol. 2 No. Luedicke (2006), for example, downloaded and analyzed 200 pictures and 40 min of video content in his netnography on the role of social environments for the Hummer brand community. Or, move your cursor near the tool to display it. Hollenbeck, C.R. 1, pp. Qualitative Netnography - social-qualitative Qualitative Netnography We broaden the social listening and the web monitoring also in the qualitative analysis of small/smart data through a netnographic phase (we like to call it ironically "word of mouse", meaning a desk analysis of digital [n]ethnography) The company can validate these findings and promote the product on those lines. 1, pp. Short-term studies are at a particular disadvantage in this regard. 38 No. The phenomenon of anti-consumption is largely triggered by what many perceive as unsustainable consumption practices in many developed countries. and Zinkhan, G.M. Longitudinal research offers the possibility of capturing and understanding changes in customers processes, but it is seldom used because of the time and cost involved (Bryman and Bell, 2011). 1, pp. 6, pp. Netnography is an adaptation of ethnography for the online world, pioneered by Robert Kozinets, and is concerned with the study of online cultures and communities as distinct social phenomena, rather than isolated content. The analysis results indicate that as the method of netnography develops and matures, even more marketing research topics will be studied through netnographic enquiry. 14 No. Collectively qualitative research is a group of methodologies, with each approach offering a different lens though which to explore, understand, interpret or explain phenomena in real word contexts and settings. 16 No. In addition to text, videos and photos, Healy and Beverland (2013) collected digital audio recordings from relevant websites in their study on the furry subculture. Overall positive/negative preferences for Listerine. 502-508. Netnography is a must-read for anyone engaged in or contemplating qualitative research on social media. (2006), Click to connect: netnography and tribal advertising, Journal of Advertising Research, Vol. 20 No. All the data in netnographic research is available freely to everyone and easily accessible at any time. (1997), I want to believe: a netnography of X-philes subculture of consumption, Advances in Consumer Research, Vol. (2008), Born Digital: Understanding the First Generation of Digital Natives, Basoc Books, New York, NY. 3, pp. This type of collection refers to the field notes of the researcher, about the exchange of information between the members of the communities, their interactions and interpretations, as well as the researchers own participation and interaction with the community. 31 No. Netnographic enquiry is being increasingly used for studying all sorts of marketing topics, not only phenomena that exist exclusively online (e.g. 24-40. Audio material is also worth considering. The comprehensive analysis and recommendations herein are intended to inspire and support service researchers in their use of the method. ethnography, descriptive study of a particular human society or the process of making such a study. 2, pp. Dwivedi (2009), for example, found that customers actively construct destination images via online travel message boards and that such destination images can be in sharp contrast to the picture postcard images promoted by destination-marketing organizations. 6, pp. Several themes of variation in how netnography has been applied emerged from the analysis; they include the role of the researcher, use purpose, domain of data collection, content included, analysis and combination with other methods. 27 No. (2017), for example, focused on how netnography should be used and emphasized Kozinets (2002, 2006, 2010, 2015) methodological guidelines, the focus here was on mapping out what has been done under the label of netnography in the field of marketing and what future opportunities exist for service researchers. Netnographers using discourse analysis are more interested in the cultural meaning structures underlying customers online communication (Hemetsberger, 2005; Watson et al., 2008) or how the language is used to construct customers realities (Mikkonen et al., 2011; Hartmann and Ostberg, 2013). (2014), Theoretical reflections on dystopian consumer culture: black metal, Marketing Theory, Vol. 31 No. Quester, P.G. 147-166. Croft, R. (2013), Blessed are the geeks: an ethnographic study of consumer networks in social media, 2006-2012, Journal of Marketing Management, Vol. 412-432. and Pearce, P.L. Netnography is frequently used in business-to-consumer (B2C) contexts, but no netnographic studies were identified in the context of business-to-business (B2B) marketing. 1039-1062. 87 No. Netnography offers the option of covertness, which is sometimes necessary for approaching sensitive, health-related topics. He explains that it is a particularly good method to examine the relationship between online and real life activities, but it is so new that some academics feel it is not rigorous.

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