Comparer des méthodes

	Netnographie interprétative	Netnographie
Domaine	Qualitatif	Qualitatif
Famille	Process / pipeline	Process / pipeline
Année d'origine	1997–2002	1997 (coined); 2010 (first comprehensive methodology book)
Auteur d'origine	Robert V. Kozinets	Robert V. Kozinets
Type	Qualitative online research design	Qualitative research method
Source fondatrice	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
Alias	interpretivist netnography, constructivist netnography, online ethnography (interpretivist), virtual ethnography (interpretive)	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
Apparentées	4	6
Résumé	Interpretive netnography applies Kozinets' netnographic method within an explicitly interpretivist epistemological framework. The researcher immerses in online communities — social media, forums, blogs, or brand communities — to understand how members co-construct meaning, identity, and culture through digital interaction. Unlike positivist content analysis, interpretive netnography foregrounds the researcher's situated reading of online texts and privileges thick, contextualised meaning-making over frequency counts or variable measurement.	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.