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Understanding Online Communities in the Age of Digital Boundaries: What is Netnography?

Author

Listed:
  • Ali Ekber AKGÜN

    (Department of Business Administration, Faculty of Economic and Administrative Sciences, Yıldız Technical University, Istanbul, Türkiye)

  • Muhammed Buğrahan HATİBOĞLU

    (Department of Business Administration, Faculty of Economic and Administrative Sciences, Yıldız Technical University, Istanbul, Türkiye)

Abstract

Netnography, which has emerged in the last thirty years, is a qualitative research method that is widely used in the field of marketing and has recently spread to different disciplines. It has been widely used in the field of marketing and its field of activity has started to expand with the increase in technology-human interaction. With its ethnography-based starting point, Netnography traces the traces of the culture that people build collectively in the digital world. The fact that the culture shared in this online environment is becoming more and more wide-spread thanks to social media applications is the advantages that bring Netnography to the forefront. However, although it is a research field clustered in the field of marketing in terms of its emergence, Netnography has recently started to find a field of activity in different disci-plines. Therefore, this study reconsiders Netnography as a contemporary qualitative research method rather than a tool used in marketing. It examines the brief history of netnography over time, its philosophical and methodological underpinnings, how it differs from ethnography, how it can be applied, and how it has been and will be used in some areas of business studies.

Suggested Citation

  • Ali Ekber AKGÜN & Muhammed Buğrahan HATİBOĞLU, 2023. "Understanding Online Communities in the Age of Digital Boundaries: What is Netnography?," Yildiz Social Science Review, Yildiz Technical University, vol. 9(2), pages 95-103.
    • Handle: RePEc:aye:journl:v:9:y:2023:i:2:p:95-103
    DOI: 10.51803/yssr.1381118
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    References listed on IDEAS

    as
    1. Harrison, Robert L., 2013. "Using mixed methods designs in the Journal of Business Research, 1990–2010," Journal of Business Research, Elsevier, vol. 66(11), pages 2153-2162.
    2. Joonas Rokka, 2010. "Netnographic inquiry and new translocal sites of the social," Post-Print hal-02313349, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Netnography; qualitative research; business studiesJournal: Yildiz Social Science Review;
    All these keywords.

    JEL classification:

    • F00 - International Economics - - General - - - General
    • F30 - International Economics - - International Finance - - - General
    • G00 - Financial Economics - - General - - - General
    • G10 - Financial Economics - - General Financial Markets - - - General (includes Measurement and Data)
    • K00 - Law and Economics - - General - - - General (including Data Sources and Description)
    • K20 - Law and Economics - - Regulation and Business Law - - - General
    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • O10 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - General

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