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A Brief Introduction to Netnography

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History of Netnography

History of Netnography
Basic Concepts
Ethical dilemmas
Case study: The shopping diets

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A Brief Introduction to Netnography A Brief Introduction to Netnography Presentation Transcript

  • Modern techniques of qualitative research : Brief Introduction to Netnography Eva Perčič Ljubljana, april 2009
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  • HISTORY
    • History of netnography is a history of the Internet.
    • Netnography comes from practice.
  • 1. History of netnography is a history of the Internet.
  • 1. History of netnography is a history of the Internet.
  • 1. History of netnography is a history of the Internet.
  • 1. History of netnography is a history of the Internet.
  • 1. History of netnography is a history of the Internet.
  • 1. History of netnography is a history of the Internet.
  • 1. History of netnography is a history of the Internet.
  • 1. History of netnography is a history of the Internet.
  • 2. Netnography comes from practice.
  • 2. Netnography comes from practice.
  • 2. Netnography comes from practice.
  • BASIC CONCEPTS
    • Different terminology - similar approach.
    • Netnography requires constant reflection (and appropriate modification if necessary).
    • Key netnographic dilemma: staying under cover or not?
  • 1. Different terminology - similar approach.
  • 1. Different terminology - similar approach.
  • 1. Different terminology - similar approach.
  • 1. Different terminology - similar approach.
  • 1. Different terminology - similar approach.
  • 1. Different terminology - similar approach.
  • 2. Netnography requires constant reflection (and appropriate modifications if necessary).
  • 2. Netnography requires constant reflection (and appropriate modifications if necessary).
  • 2. Netnography requires constant reflection (and appropriate modifications if necessary).
  • 2. Netnography requires constant reflection (and appropriate modifications if necessary).
  • 2. Netnography requires constant reflection (and appropriate modifications if necessary).
  • 2. Netnography requires constant reflection (and appropriate modifications if necessary).
  • 2. Netnography requires constant reflection (and appropriate modifications if necessary).
  • 3. Key netnographic dilemma: Staying under cover or not?
  • 3. Key netnographic dilemma: Staying under cover or not?
  • 3. Key netnographic dilemma: Staying under cover or not?
  • 3. Key netnographic dilemma: Staying under cover or not?
  • 3. Key netnographic dilemma: Staying under cover or not?
  • 3. Key netnographic dilemma: Staying under cover or not?
  • CASE STUDY: The Shopping Diets
    • What are possible advantages of reduced consumption for consumers?
    • The Compact movement and Netblography
    • The key findings
  • 1. What are possible advantages of reduced consumption for consumers?
  • 1. What are possible advantages of reduced consumption for consumers?
  • 1. What are possible advantages of reduced consumption for consumers?
  • 1. What are possible advantages of reduced consumption for consumers?
  • 1. What are possible advantages of reduced consumption for consumers?
  • 1. What are possible advantages of reduced consumption for consumers?
  • 1. What are possible advantages of reduced consumption for consumers?
  • 1. What are possible advantages of reduced consumption for consumers?
  • 2. The Compact movement and Netblography
  • 2. The Compact movement and Netblography
  • 2. The Compact movement and Netblography
  • 2. The Compact movement and Netblography
  • 2. The Compact movement and Netblography
  • 2. The Compact movement and Netblography
  • 2. The Compact movement and Netblography
  • 3. The key findings
  • 3. The key findings
  • 3. The key findings
  • 3. The key findings
  • 3. The key findings
  • 3. The key findings
  • 3. The key findings
  • DISCUSSION
  • DISCUSSION
  • DISCUSSION
  • DISCUSSION
  • Further reading …
    • Kozinets, Robert, V. 2002. The field behind the screen: using netnography for marketing research in online communities. Journal of Marketing Research 39(11): 61−72.
    • −−− 2006a. Netnography 2.0. V Handbook of Qualitative Research Marketing , ur. Russell W. Belk, 129−142. Northampton: Edward Elgar Publising.
    • −−− 2006b. Netnography. V The sage dictionary of social research methods , ur. Victor Jupp, 193−195. Sage Publications: London, Thousands Oaks, New Delhi
    • −−− 2006c. Click to Connect: Netnography and Tribal Advertising. Journal of Advertising Research 46(3): 279−288.
    • Langer, Roy in Suzanne, C. Beckman. 2005. Sensitive research topics: netnography revisted. Qualitative Marketing Research: An International Journal 8(2): 189−203.