The Field behind the Screen: Using Netnography for Marketing Research in Online Communities
Abstract
The author develops “netnography” as an online marketing research technique for providing consumer insight. Netnography is ethnography adapted to the study of online communities. As a method, netnography is faster, simpler, and less expensive than traditional ethnography and more naturalistic and unobtrusive than focus groups or interviews. It provides information on the symbolism, meanings, and consumption patterns of online consumer groups....
Paper Details
Title
The Field behind the Screen: Using Netnography for Marketing Research in Online Communities
Published Date
Feb 1, 2002
Volume
39
Issue
1
Pages
61 - 72
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