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NETNOGRAPHY

Netnography is the branch of ethnography that

analyzes the free behaviour of the individuals, over the internet that uses online marketing. Netnography suggests the use of specific procedures and standards, and argues for the consideration of particular consensually agreed upon issues. A type of online or internet, ethnography; Netnography provides guidelines for the adaption of participant-observation procedures to the contingencies of online community and culture that manifest through computer-mediated communications (Kozinets, 2010)

NETNOGRAPHY
In Netnography, online interactions are valued as a

cultural reflection that yields deep human understanding. Like in person ethnography, Netnography is naturalistic, immersive, descriptive, multi-method, adaptable, and focused on context. Used to inform consumer insight, Netnography is less intrusive than ethnography or focus groups, and more naturalistic than surveys, quantitative models, and focus groups. Netnography fits well in the front-end stages of innovation, and in the discovery phases of marketing and brand management.

Ethnography
Ethnography is the descriptive study of a particular

human society or the process of making such a study. Based almost entirely on fieldwork, ethnography requires the immersion of the ethnographer in the culture and everyday life of the people who are the subject of the study To conduct their research, ethnographers, also called fieldworkers, often live among the people they are studying, or at least spend a considerable amount of time with them. While in the field, ethnographers engage in participant-observation which means that they participate as much as possible in local daily life, while also making careful observations.

Steps of the Netnography

Steps of Netnography
The first two steps together known as planning Planning: Define research topics & Questions Select appropriate research sites Preparation for entry - Ethics - Data collection - Familiarization - Observation (guidelines)

Ethical Netnography
Identify and explain yourself
Ask for permission Consult with experts

Informed consent
Citation, cloaking, crediting

Entree
Act like new member
Start contributing Be creative and interesting

Identify self and purpose


Giving before talking Contributing to community

Data collection
There are three types of data to collect Archive: Data without research involvement Elicited: Created by members and researchers Field notes: Observational and reflective notes

Data analysis

Representation and Evaluation

Sources of Netnography
Corporate websites
Advertisements News sites

E-commerce sites
Rating and referral sites Forums and community sites Consumer web pages and reviews

Example of Netnography iphone 4

Example of Netnography iphone 4

Example of Netnography iphone 4

Example of Netnography iphone 4

Example of Netnography iphone 4

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