Year: 2023
Type: article
Abstract: Netnography is a research method that has emerged in the last three decades and has been widely used and recently expanded into different disciplines. After its emergence in the field of marketing, it has been preferred to be used more with the advancement of technology-human interaction. Netnography, which has an ethnography-based starting point, follows the traces of the culture that people build in the online world. The fact that the culture shared in the online environment is very common and simultaneous with the developing social media applications are the advantages that bring Netnography to the fore. This article, however, covers a short history of netnography over time, where it differs from ethnography on philosophical and methodological grounds, how netnography can be applied, and how it has been used and would be used in some fields of business studies
Source: Yildiz Social Science Review
Institution: Yıldız Technical University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W4390272398