Skip to main content Accessibility help

We use cookies to distinguish you from other users and to provide you with a better experience on our websites. Close this message to accept cookies or find out how to manage your cookie settings.

Close cookie message
×
Hostname: page-component-cd9895bd7-dzt6s Total loading time: 0 Render date: 2024-12-27T22:58:04.017Z Has data issue: false hasContentIssue false

22 - Netnography for Consumer Psychologists

from 3 - Methods for Understanding Consumer Psychology

Published online by Cambridge University Press:  30 March 2023

By
Robert V. Kozinets
Edited by
Cait Lamberton ,
Derek D. Rucker  and
Stephen A. Spiller
Cait Lamberton
Affiliation:
Wharton School, University of Pennsylvania
Derek D. Rucker
Affiliation:
Kellogg School, Northwestern University, Illinois
Stephen A. Spiller
Affiliation:
Anderson School, University of California, Los Angeles
Get access

Summary

Netnography is a specific set of related data collection, analysis, ethical and representational research practices related to ethnography. Unlike ethnography, in netnography a significant amount of the data is collected in a naturalistic manner from researcher engagement with a digital experience, such as interacting with a virtual world or with others via social media communication. This chapter explains netnography and illustrates how it might be useful as a stand-alone method, or part of a multi-method approach, to help psychological consumer researchers investigate a range of important real-world phenomena.

Keywords

netnographyonline researchonline communitiesqualitative marketing researchonline ethnographyphilosophy of science
Type
Chapter
Information
The Cambridge Handbook of Consumer Psychology , pp. 604 - 621
Publisher: Cambridge University Press
Print publication year: 2023

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

Bartl, M., & Casper, C. (2021). Netnography applied: Five lessons learned from 16 years of field experience. In Kozinets, R. V., & Gambetti, R. (Eds.). Netnography Unlimited: Understanding Technoculture Using Qualitative Social Media Research (pp. 149–171). Routledge.Google Scholar
Chakraborty, U., & Biswal, S. K. (2022). Psychological empowerment of women entrepreneurs: A netnographic study on Twitter. Management Research Review, 45(6), 717–734.Google Scholar
Clement, J. (2021). Number of video gamers worldwide in 2021, by region. Statista.com, www.statista.com/statistics/293304/number-video-gamers/Google Scholar
Cooke, T. S. (2021). A Qualitative Metasynthesis of Male Client Experiences of Counseling and a Netnography of Men Seeking Support through an Online Discussion Forum for Victims of Infidelity. Doctoral dissertation, Oregon State University.Google Scholar
DuFault, B. L., & Schouten, J. W. (2020). Self-quantification and the datapreneurial consumer identity. Consumption Markets & Culture, 23(3), 290–316.CrossRefGoogle Scholar
Gretzel, U. (2021). Dreaming about travel: A Pinterest netnography. In Wörndl, W., Koo, C., & Stienmetz, J. L. (Eds.). Information and Communication Technologies in Tourism 2021 (pp. 256–268). Springer.CrossRefGoogle Scholar
Howard, L. (2016). An exploration of autonetnography as an eResearch methodology to examine learning and teaching scholarship in Networked Learning. Electronic Journal of e-Learning, 14(5), 322–335.Google Scholar
Iannotti, R. J. (1985). Naturalistic and structured assessments of prosocial behavior in preschool children: The influence of empathy and perspective taking. Developmental Psychology, 21(1), 46–55.CrossRefGoogle Scholar
Indartoyo, I. M., Kim, D. W., Purwanto, B. M., Gunawan, A., Riantini, R. E., & Gea, D. (2020). Netnography analysis of consumer sentiment towards panic buying in the early period of the COVID-19 virus spread. In 2020 International Conference on Information Management and Technology (ICIMTech) (pp. 626–631). IEEE.Google Scholar
James, W. (1976). Essays in Radical Empiricism. Harvard University.Google Scholar
Karagöz, D., Işık, C., Dogru, T., & Zhang, L. (2021). Solo female travel risks, anxiety and travel intentions: Examining the moderating role of online psychological-social support. Current Issues in Tourism, 24(11), 1595–1612.Google Scholar
Kozinets, R. V. (2019), Consuming technocultures: An extended JCR curation. Journal of Consumer Research, 46(3), 620–627.CrossRefGoogle Scholar
Kozinets, R. V. (2020), Netnography: The Essential Guide to Qualitative Social Media Research. Sage.Google Scholar
Kozinets, R. V., Ferreira, D. A., & Chimenti, P. (2021). How do platforms empower consumers? Insights from the affordances and constraints of Reclame Aqui. Journal of Consumer Research, 48(3), 428–455.Google Scholar
Kozinets, R. V., & Gambetti, R. (Eds.). (2021). Netnography Unlimited: Understanding Technoculture Using Qualitative Social Media Research. Routledge.Google Scholar
Kozinets, R. V., Gretzel, U., & Dinhopl, A. (2017). Self in art/self as art: Museum selfies as identity work. Frontiers in Psychology, 8(May), 1–12.Google Scholar
Kozinets, R. V., & Kedzior, R. (2009). I, avatar: Auto-netnographic research in virtual worlds. In Solomon, M., & Wood, N. (Eds.). Virtual Social Identity and Consumer Behavior, (pp. 3–19). M. E. Sharpe.Google Scholar
Latham, G. P., Fay, C. H., & Saari, L. M. (1979). The development of behavioral observation scales for appraising the performance of foremen. Personnel Psychology, 32(2), 299–311.Google Scholar
Lizzo, R., & Liechty, T. (2020). The Hogwarts Running Club and sense of community: A netnography of a virtual community. Leisure Sciences, DOI: 10.1080/01490400.2020.1755751CrossRefGoogle Scholar
Lumma, A. L., Hackert, B., & Weger, U. (2020). Insights from the inside of empathy: Investigating the experiential dimension of empathy through introspection. Philosophical Psychology, 33(1), 64–85.CrossRefGoogle Scholar
Markham, A. (2012). Fabrication as ethical practice: Qualitative inquiry in ambiguous internet contexts. Information, Communication & Society, 15(3), 334–353.CrossRefGoogle Scholar
Markham, A. N. (2016). Ethnography in the digital internet era. In Denzin, N. K., & Lincoln, Y. S. (Eds.). The Sage Handbook of Qualitative Research, 5th ed. (pp. 650–668). Sage.Google Scholar
McMillan, D. W., & Chavis, D. M. (1986). Sense of community: A definition and theory. Journal of Community Psychology, 14(1), 6–23.3.0.CO;2-I>CrossRefGoogle Scholar
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative Data Analysis: A Methods Sourcebook. Sage.Google Scholar
Miller, D. B. (1977). Roles of naturalistic observation in comparative psychology. American Psychologist, 32(3), 211–219.Google Scholar
Nasu, V. H. (2020). Remote learning under COVID-19 social distancing: Discussion, resources, implications for accounting faculty and students, and a netnography study. In Proceedings of the XX USP International Conference in Accounting, São Paulo, Brazil (pp. 29–31).Google Scholar
Odekerken-Schröder, G., Mele, C., Russo-Spena, T., Mahr, D., & Ruggiero, A. (2020). Mitigating loneliness with companion robots in the COVID-19 pandemic and beyond: An integrative framework and research agenda. Journal of Service Management, 31(6), 1149–1162.Google Scholar
Rosario, A. B., Russell, C. A., & Shanahan, D. E. (2022). Paradoxes of social support in virtual support communities: A mixed-method inquiry of the social dynamics in health and wellness Facebook groups. Journal of Interactive Marketing, 57(1), 54–89.Google Scholar
Schuman, D. L., Schuman, D. L., Pope, N., & Johnson, A. (2021). Netnography in a military context: Ethical considerations. In Kozinets, R. V., & Gambetti, R. (Eds.) Netnography Unlimited: Understanding Technoculture Using Qualitative Social Media Research (pp. 83–99). Routledge.Google Scholar
Tankovska, H. (2021). Mobile social media worldwide - Statistics & Facts. Statista, www.statista.com/topics/2478/mobile-social-networks/Google Scholar
Uram, P., & Skalski, S. (2022). Still logged in? The link between Facebook addiction, FoMO, self-esteem, life satisfaction and loneliness in social media users. Psychological Reports, 125(1), 218–231.CrossRefGoogle ScholarPubMed
Wells, W. D. (1993). Discovery-oriented consumer research. Journal of Consumer Research, 19(4), 489–504.Google Scholar
Wertz, F. J. (2021). Objectivity and eidetic generality in psychology: The value of explicating fundamental methods. Qualitative Psychology, 8(1), 125–140.Google Scholar

Save book to Kindle

To save this book to your Kindle, first ensure no-reply@cambridge.org is added to your Approved Personal Document E-mail List under your Personal Document Settings on the Manage Your Content and Devices page of your Amazon account. Then enter the ‘name’ part of your Kindle email address below. Find out more about saving to your Kindle.

Note you can select to save to either the @free.kindle.com or @kindle.com variations. ‘@free.kindle.com’ emails are free but can only be saved to your device when it is connected to wi-fi. ‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply.

Find out more about the Kindle Personal Document Service.

Available formats
×

Save book to Dropbox

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Dropbox.

Available formats
×

Save book to Google Drive

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.

Available formats
×