Addeo, Felice, et al. "Doing social research on online communities: The benefits of netnography." Athens journal of social sciences 7.1 (2019): 9-38.

Netnography is a qualitative research approach that utilizes ethnographic methods to study online communities and cultures formed through computer-mediated communications. It is a naturalistic, unobtrusive, and flexible methodology that adapts to the evolving digital landscape, offering researchers a less time-consuming and less intrusive way to collect data compared to traditional ethnography. The paper delves into the methodological specifics of Netnography, including research design, site selection, data collection, and analysis, while also highlighting examples of netnographic studies in social sciences.