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22 - Netnography for Consumer Psychologists

from 3 - Methods for Understanding Consumer Psychology

Published online by Cambridge University Press:  30 March 2023

By
Robert V. Kozinets
Edited by
Cait Lamberton ,
Derek D. Rucker  and
Stephen A. Spiller
Cait Lamberton
Affiliation:
Wharton School, University of Pennsylvania
Derek D. Rucker
Affiliation:
Kellogg School, Northwestern University, Illinois
Stephen A. Spiller
Affiliation:
Anderson School, University of California, Los Angeles
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Summary

Netnography is a specific set of related data collection, analysis, ethical and representational research practices related to ethnography. Unlike ethnography, in netnography a significant amount of the data is collected in a naturalistic manner from researcher engagement with a digital experience, such as interacting with a virtual world or with others via social media communication. This chapter explains netnography and illustrates how it might be useful as a stand-alone method, or part of a multi-method approach, to help psychological consumer researchers investigate a range of important real-world phenomena.

Keywords

netnographyonline researchonline communitiesqualitative marketing researchonline ethnographyphilosophy of science
Type
Chapter
Information
The Cambridge Handbook of Consumer Psychology , pp. 604 - 621
Publisher: Cambridge University Press
Print publication year: 2023

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