The article introduces "netnography" as a novel online marketing research technique designed to glean insights from consumer behaviors within online communities. Netnography adapts traditional ethnographic methods to the digital realm, offering a faster, simpler, and more cost-effective approach than its offline counterpart, while also being more naturalistic than focus groups or interviews. This method allows researchers to deeply understand the symbolism, meanings, and consumption patterns prevalent among online consumer groups. The author outlines specific guidelines for conducting netnography that emphasize respect for the online environment, uphold ethnographic flexibility and openness, and ensure research rigor and ethics. An example netnography of an online coffee newsgroup is presented to illustrate the method's application and its potential marketing implications.
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Kozinets, Robert V. "The field behind the screen: Using netnography for marketing research in online communities." Journal of marketing research 39.1 (2002): 61-72.
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