Netnography
Netnography is a qualitative research method that adapts the principles of cultural ethnography to the study of online communities and social media environments. Coined by Robert Kozinets in 1997 and systematised in his 2010 handbook, netnography treats digital spaces — forums, social networks, blogs, review sites — as naturally occurring field sites where communities gather, share meanings, and construct identities. The method combines unobtrusive observation of digital traces with active participation and, where appropriate, direct member interaction.
Source record
Citations copied verbatim from the method’s source record. No claim-level verification is inferred from them.
- Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. · ISBN 978-1847875907
- Kozinets, R. V. (2020). Netnography: The Essential Guide to Qualitative Social Media Research (3rd ed.). Sage. · URL
Curated claims
Claims persisted in the evidence ledger, each with its own assessment.
This view does not invent a claim assessment when the ledger has none.
Related methods
Generated from the method graph and shown as machine-suggested relations — no evidence claim is inferred.