Netnography - its use in Social media Market.

 
"Netnography is a new qualitative method specifically designed to investigate the consumer behavior of cultures and communities on the Internet."Netnography is a well-established approach to qualitative research, whose name combines the terms "Internet" and "ethnography"

Netnographic analysis uses natural analytical approaches to achieve an unbiased view. It uses an ordinary conversational style on different networks, including blogs, forums and social networking sites. This can be used to consider the features and principles of the online culture.

Netnography incorporates rich communication samples and internet-specific interactions: textual, graphic, audio, picture, and audiovisual. The data would then be analyzed using content analysis, semi-visual analysis, online and in person interviews, social network analyzes, and methods and techniques for analyzing big data.These strategies are used to find a topic behind the emotional narrative.

Netnography is performed in six overlapping phases, comparable to the ethnographic research phases: 

• the preparation of a research strategy, 
• the establishment of entry, 
• the compilation and triangulation of data, 
• the study and interpretation of data,
• the assurance of ethical standards, 
  
• the reporting of research results and related insights.

 

Netnography in social Media market.

Research on social media is subject to the same prejudices as every other research type. Researchers prefer to fall into the quantitative category or the qualitative camp, and so do consumers who commission and buy the results of their social media study. Netnography is aimed at researching the perceived and symbolic meanings, consumption habits of online users, and other cultural knowledge in the social context of digital environments, as with a lot of qualitative studies.

Netnography promotes the web and social media industry by offering a variety of ways to evaluate customer behavior. "Search Engine Marketing" (SEM) provides internet marketing with the goal of strategizing and enhancing website stimulation through refining their presence on "Search Engine Outcome Pages." This knowledge is made accessible on websites by interconnecting links on search inquiry platforms.

In addition to these technical considerations, the structural characteristics of Netnographic data raise a variety of interesting theoretical challenges. The first is ontological and concerns a rather misleading distinction between online and offline social 'worlds.' Since social worlds are fragmented through complex networks of face-to-face and technologically mediated interactions, the use of netnog-raphy, as with the use of any single tool or emphasis, provides an incomplete view. Whereas previously, group members discussed face to face and over the phone, they are now complementing their exchanges with online discussions on web pages and e-mails.

Conclusion

Netnography can be less obtrusive in contrast with polls, tests, focus groups, and informal interviews. It is performed in a sense that is not fabricated by the investigator using observations. Netnography is often less expensive and time-consuming than focus groups and individual interviews.

Netnography remains a relatively new approach and a new wave of internet-oriented ethnographic researchers are awaiting further growth and refinement. However, in social networking sites, virtual worlds, mobile communities, and other novel computer-mediated social realms, many researchers are developing techniques.

 

 

Written by - Mandar Butkar 

 Key words:-

# Netnography

#ethnography

#Qualitative

#research

#social networking

# Social Media

References

 Kozinets, R. (2014) ‘Netnographic Analysis: Understanding Culture through Social Media Data’, in.

 Heinonen, K. and Medberg, G. (2018) ‘Netnography as a tool for understanding customers: implications for service research and practice’, Journal of Services Marketing. doi: 10.1108/JSM-08-2017-0294.

 Netnography: Obtaining Social Media Insight (no date) Pacific Lutheran University. Available at: https://www.plu.edu/msma/blog/netnography-obtaining-social-media-insight/ (Accessed: 18 February 2021).

 

Refinski, M. (2011) ‘What is Netnography? The effects it places on the Web and Social Media Industry?’, OpenBusinessCouncil Directory, 29 November. Available at: https://www.openbusinesscouncil.org/what-is-netnography-the-effects-it-places-on-the-web-and-social-media-industry/ (Accessed: 17 February 2021).