"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.
Great blog! Thanks for sharing the information.
ReplyDeleteVery helpful and insightful blog about netnography. Thanks for sharing.
ReplyDeleteVery insightful!
ReplyDeleteNetnography generally offers tremendous benefits on research method. The data derived from netnographic research is often natural, the data gathered depicts the realities of consumer or groups. The comprehensive analysis and recommendation intended from netnographic data inspire the support service researchers to use this method.
ReplyDeleteOnline sociability, the online exchange of information is studied through Netnography. Social media traction occurs without any force or mediations. As its free to follow option the expression are honest followed with frank opinion. This kind of data is long term which enables the researchers to track the analytics and quantify data to generate and gather insights.
Comment by: Prajakta Jadhav
This type of data collection instrument has revolutionized the way of studying the behavior of users and consumers on the Internet, allowing data to be compiled in different formats, archived, analyzed, etc. Let's not forget that today we have "memes", gif, images, chats, forums, voice notes and other ways of behaving in cyberspace.
ReplyDeleteThe information society leads us to expose ourselves, to interact in different ways and in different social networks, thus we weave human relationships, we have developed "techno-affectivities" that nurture and accompany us, we have become lovers of applications that help organize our environment and facilitate our daily life, being the focus of studies and interpretations.
Such a good article :)
Chat bots are innovative way to automate service inquiries & improve customer service...Very Good article.
ReplyDeleteThe term netnography derives its name from ethnography and net – as in “the Internet.” Ethnography is a form of qualitative research conducted by researchers who enter – and gather data within – the cultural or sociological context that is the focus of their study.
ReplyDeleteNetnography is also used to study the phenomenon of online sociability – a result of the online exchange of information.
Netnography is conducted in six overlapping steps, similar to the stages of ethnographic research: developing a research plan, establishing entrée, collecting and triangulating data, analyzing and interpreting data, ensuring ethical standards, and reporting on research finding and associated insights.
Comment By: Amarbant Singh
Omg incredible!! Nice job
ReplyDeletelearned something new, great blog!
ReplyDelete