Netnography : is that really a thing?

Vanessa Campbell

Netnography : is that really a thing?

Research output: Chapter in Book / Conference Paper › Conference Paper

Abstract

What is netnography? Is it a valid research methodology or an unknown tool for quasi-scientists? Netnography allows us to explore "the universe of social media" in a manner that recognises its complexities, evolution, experiential nature, communication peculiarities and cultural qualities (Kozinets, 2020, pg4). Netnography is not another name for ethnography done online rather it is a specialised research methodology that has evolved to help social media researchers reflect, analyse and organise insightful research into social media and its "cultural inclusions, reflections, and effects." (Kozinets, 2020, pg 8).

Original language	English
Title of host publication	Traversing the U[n]Known: Annual 15th Annual Interventions and Intersections Conference, 21-22 November 2023, Parramatta City Campus, Western Sydney University
Publisher	Western Sydney University
Pages	51-51
Number of pages	1
Publication status	Published - 2023
Event	Annual Interventions and Intersections Conference - Western Sydney University, Parramatta, Australia Duration: 21 Nov 2023 → 22 Nov 2023 Conference number: 15th

Conference

Conference	Annual Interventions and Intersections Conference
Country/Territory	Australia
City	Parramatta
Period	21/11/23 → 22/11/23

Cite this

@inproceedings{5bc8164e88404632bfc5c0e3ac5ebe60,

title = "Netnography : is that really a thing?",

abstract = "What is netnography? Is it a valid research methodology or an unknown tool for quasi-scientists? Netnography allows us to explore {"}the universe of social media{"} in a manner that recognises its complexities, evolution, experiential nature, communication peculiarities and cultural qualities (Kozinets, 2020, pg4). Netnography is not another name for ethnography done online rather it is a specialised research methodology that has evolved to help social media researchers reflect, analyse and organise insightful research into social media and its {"}cultural inclusions, reflections, and effects.{"} (Kozinets, 2020, pg 8).",

author = "Vanessa Campbell",

year = "2023",

language = "English",

pages = "51--51",

booktitle = "Traversing the U[n]Known: Annual 15th Annual Interventions and Intersections Conference, 21-22 November 2023, Parramatta City Campus, Western Sydney University",

publisher = "Western Sydney University",

note = "Annual Interventions and Intersections Conference ; Conference date: 21-11-2023 Through 22-11-2023",