NETNOGRAPHY

NETNOGRAPHYNetnography 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)

NETNOGRAPHYIn 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 NetnographyThe 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

EntreeAct like new memberStart contributingBe creative and interestingIdentify self and purposeGiving before talkingContributing to community

Data collectionThere are three types of data to collectArchive: Data without research involvementElicited: Created by members and

researchersField notes: Observational and reflective

notes

Data analysis

Representation and Evaluation

Sources of NetnographyCorporate websitesAdvertisementsNews sitesE-commerce sitesRating and referral sitesForums and community sitesConsumer 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

THANK YOU