Netnography is an online research method derived from ethnography, aimed at understanding social interactions in digital communications. It emphasizes spontaneous online behaviors to gather consumer insights and involves structured steps for problem identification, data collection, and analysis, ensuring subjects' privacy. The method integrates subjective experiences into sociological analysis, focusing on qualitative rather than quantitative data.

1. Netnography
Ana Brambilla
Feb/19

2. What is Netnography?
Netnography is an online research method originating in ethnography which is
applied to understanding social interaction in contemporary digital communications
contexts.
Robert Kozinets, 1995
This analyses the free behaviour
of individuals on the Internet that
uses online marketing research
techniques to provide useful
insights.

3. Raw material (and JUNK too!)
Much easier than the
ethnography because all the
data already came
transcribed.
The best part:
it’s SPONTANEOUS!!
Spontaneity = Credibility

4. Ethnography applied to consumer
behavior

5. Researching the immaginarium
“These social groups have a ‘real’
existence for their participants, and
thus have consequential effects on
many aspects of behavior, including
consumer behavior.”
Kozinets (1990, p. 366)

6. STEP 1: Setting a problem
Every research needs a problem (to solve), a question (to answer).
It will be the reason of a research, always in question format:
- How are people using Huawei smartphones?
- What is the main concern about financial issues to Latin people?
- Which products can be considered competitors to Dubizzle?
Don’t do a
yes/no
question!

7. Opportunity
mapping

8. Opportunity
mapping

9. Opportunity
mapping

10. Talks
mapping

11. Competitors

12. Misinformation

13. Misinformation

14. Residue

15. STEP 2: Overall plan
What kind of data will you use?
Where and how are you planning to collect them? (SAMPLING TECHNIQUE)
How will you preserve your subjects’ privacy?

16. STEP 3: Data collecting
In-depth interview
Arranged interview (or) Intercepted interview
Participant observation
Non-participant observation
Online data collection
- Focus group
- Survey
- Snowball
Structured or
Not-structured

19. ������
Algorithm? Hello?
“Social media traffic generally occurs
without mediations.”
Some “expert” (2018)

20. COMPREHENSIVE SOCIOLOGY
The comprehensive sociology allows us to integrate
subjective parameters such as feelings, emotions, imagery,
stigma and play into the analysis, which represent a
sociological knowledge of relevant importance in the lives of
people and society. This framework seeks to focus attention
on the small facts of life that constitute the inescapable
ways of being and being in the world.
Michel Maffesoli

21. Not quantity, but
qualitative.
Typical case.
Each subject tells a story.

22. STEP 4: Analyzing data
Classify, cross and
interpret the collected
data.

25. RUTINARIA
LAZER
FAMÍLIA
MANTENIMIENTO
CONECTIVA
LABORAL
REFLEXIVA
Y
SENSITIVA
RELIGIOSA
CÍVICA
INFORMATIVA

26. INFORMATIVA
^
CONECTIVA
INFORMATIVA
CONECTIVA

27. CONECTIVA
^
LAZER
LAZER CONECTIVA

28. CONECTIVA
^
LABORAL
LABORALCONECTIVA

29. RUTINARIA
^
CONECTIVA
RUTINARIA CONECTIVA

30. INFORMATIVA
^
RUTINARIA
RUTINARIAINFORMATIVA

31. INFORMATIVA
^
LAZER
LAZERINFORMATIVA

32. INFORMATIVA
^
MANTENIMIENTO
MANTENIMIENTO
INFORMATIVA

33. INFORMATIVA
^
LABORAL
LABORALINFORMATIVA

35. Methodological Triangulation