Tags » Netnography

5 things you didn’t know about Netnography

In the world of marketing research there are some online research methodologies that helps to do a deeper investigation about certain brand, products or consumers.  One of this methods, and the one that I find more interesting is the netnography, an online ethnography research to immerse in a particular environment. 158 more words

Social (Media) Innovation

In a post on my service co-creation blog, I took another look at a list of my 16 favorite innovation books. I categorized them and then thought about what gaps were exposed by my list and several others I reviewed. 112 more words

Social Media Marketing

Netnography: The Marketer's Secret Ingredient

Robert Kozinets, who coined the term “netnography,” examines the ways online ethnography was used by Campbell’s Soup to learn more about the behaviors and ideas of their customers. 116 more words

Netnography

Netnography: Doing Ethnographic Research Online

Written by Robert Kozinets, who coined the term netnography to mean “qualitative method devised specifically to investigate the consumer behavior of cultures and communities present on the Internet,” this is the definitive text for those seeking to engage in netnographic research. 65 more words

Ethnographic Methodology

Reconceptualising Fieldwork in a Netnography of an Online Community of English Language Teachers

This article examines the research involving an online community of English language teachers, known as Webheads in Action (WiA). This article provides an inside look not at the community, but at the ways the researchers examined and participated in the community. 85 more words

Ethnographic Methodology

Netnography: An Overview (Schulich MBA class, Social Media Marketing taught by Robert Kozinets)

This video presentation features two students of Robert Kozinets. The students give an overview of netnography and describe how they used netnography to conduct market research for Listerine and also examine the class’s own Facebook group. 71 more words

Ethnographic Methodology

Netnography and Digital Records: An Interview with Robert Kozinets

Robert Kozinets coined the term netnography to mean “qualitative method devised specifically to investigate the consumer behavior of cultures and communities present on the Internet.” This interview with Kozinets reveals his thoughts on traditional v. 95 more words

Netnography