方法对比

	数字案例研究	Netnography
领域	质性	质性
方法族	Process / pipeline	Process / pipeline
起源年份	2000s–2010s (building on Yin's 1984 foundational case study framework)	1997 (coined); 2010 (first comprehensive methodology book)
提出者	Robert K. Yin (case study foundations); extended to digital contexts by multiple scholars in the 2000s–2010s	Robert V. Kozinets
类型	Qualitative research design	Qualitative research method
开创性文献	Yin, R. K. (2018). Case Study Research and Applications: Design and Methods (6th ed.). Sage. ISBN: 978-1506336169	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
别名	online case study, virtual case study, internet-based case study, digital ethnographic case study	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
相关	6	6
摘要	Digital case study research applies the classic bounded case study framework to phenomena that are situated in, or mediated by, digital environments. Drawing on Robert Yin's foundational case study methodology, it investigates a contemporary phenomenon in depth within its real-world digital context — using online documents, social media archives, virtual interviews, website content, and other digital artifacts as primary evidence. The approach is particularly suited to studying how individuals, groups, or organisations behave in online spaces.	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.