Netnography - The Field Behind the Screen Using Netnography...

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The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities by Robert V. Kozinets
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Netnography Defined Inter net + Eth nography Ethnography adapted to the study of online communities Follow online forums to gain insights into consumer behavior 1. Boards 2. Web pages and Web rings 3. Lists/listservs 4. Multiuser dungeons 5. Chat rooms
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Why Netnography? Advantages over traditional ethnography Unobtrusive Allows ongoing contact Faster and less expensive Drawbacks Narrow focus Lack of “informant identifiers” Careful with marginal users
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Netnography Explained 1. Entrée 2. Data collection 3. Analysis and interpretation 4. Research ethics 5. Member checks
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Study purpose: To generate insights about coffee consumption culture 33 months of netnographic research Final research limited to 179 downloaded postings Findings applicable to coffee industry Netnography and Coffee
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Entrée Find group to address marketing
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