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Visual ethnography: Achieving rigorous and authentic interpretations

Author

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  • Schembri, Sharon
  • Boyle, Maree V.

Abstract

Visual methods have a long history in ethnographic research and ethnographic methods are increasingly used to gain a depth of insight and understanding not achievable with traditional marketing research approaches. As a rigorous and valid research method, visual ethnography enables documentation of marketing and consumption as social and cultural phenomenon. Visual text collected through the process of cultural immersion serves as an effective and credible research tool in the quest to collect and analyze empirical evidence as well as disseminate research findings. As a case application, this paper builds on the ethnographic investigation of Schembri (2009).

Suggested Citation

  • Schembri, Sharon & Boyle, Maree V., 2013. "Visual ethnography: Achieving rigorous and authentic interpretations," Journal of Business Research, Elsevier, vol. 66(9), pages 1251-1254.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:9:p:1251-1254
    DOI: 10.1016/j.jbusres.2012.02.021
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    References listed on IDEAS

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    1. Schembri, Sharon, 2009. "Reframing brand experience: The experiential meaning of Harley-Davidson," Journal of Business Research, Elsevier, vol. 62(12), pages 1299-1310, December.
    2. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. "Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 412-432, March.
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    Cited by:

    1. Anne Stouby Persson, 2023. "Investigating the Competing Values of Digitalizing Organizational Learning: An Action Research Ethnography," Systemic Practice and Action Research, Springer, vol. 36(1), pages 31-57, February.
    2. Cremers, Anne Lia & Janssen, Cato, 2023. "COVID-19-related trauma and the need for organizational healing in a Dutch nursing home," Social Science & Medicine, Elsevier, vol. 327(C).

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