Individuals with eating disorders and the use of online support groups as a form of social support. Netnography can be undertaken through analysis of a number of online means including Facebook updates, tweets, recommendations on Trip Advisor, discussions on specialised online forums and blogs. The emergence of on-line community. 2012;28(2):5006. Below are 234 bucket list ideas with a range of categories to help you find what ideas would best suit your bucket list. Every user, at a certain period of time, becomes both a consumer of information and a provider. Creswell JW. A senior researcher on the SiDE (Social Inclusion and the Digital Economy) project working with Professors Peter Wright and Patrick Olivier. Nowadays, consumers use the computer mediated communication to make purchase decisions on a large variety of products and services. Net Gain: Expanding Markets through Virtual Communities. - Data collection: Direct copy from the computer-mediated communications of online community members and observations of the community and its members, interactions and meanings. A sensitive topic is one "that potentially poses for those involved a substantial threat, the emergence of which renders problematic for the researcher and/or the researched the collection, holding and/or dissemination of research data" [4]. Atkinson P., Coffey A., Delamont S., Lofland J . It is research about people. Netnography provides rich and valuable data in an infinite range of contexts and situations the world over. Most of times, health care virtual communities offer alternative diagnosis and treatment, mutual support and counseling from other peers. The findings in this research conclude that games and interaction will undoubtedly be required to capture customers' interest and generate their loyalty. . Finn J. It has become a popular research method in marketing research during the 21st century. . Ethnography is often seen as a specific form of qualitative inquiry, to be compared or contrasted with others, for example, with life history work or discourse analysis; though even the boundaries with these neighbours are somewhat fuzzy. 205216). an open-access article distributed under the terms of the Creative Your email address will not be published. Immersive netnography: a novel method for service experience research in virtual reality, augmented reality and metaverse contexts Robert V. Kozinets Journal of Service Management ISSN: 1757-5818 Article publication date: 28 March 2022 Downloads 2236 Abstract Purpose His work on netnography has spawned thousands of academic research articles and papers, and hundreds of market research studies. Qual Res. . official website and that any information you provide is encrypted H thng khng th thc hin thao tc ngay by gi. As more and more of us are turning to the Internet to share our experiences, views and opinions, researchers are provided with an easily accessible way of collecting data. Educ Res Eval. Dholakia N, Zhang D. Online qualitative research in the age of e-commerce: data sources and approaches. Montgomery AL. Google Scholar. Netnography as a consumer education research tool. North Korea is one of the most mysterious countries in the world. This is seen as the second stage of Internet development, whereby generators have stepped away from traditional statically designed web pages, towards user generated content (UGC) and peer to peer applications. London: Sage; 2008. p. 30420. Sensitive research topics: netnography revisited. 3rd ed. Wright KB, Bell SB. Nind M, Wiles R, Bengry-Howell A, Crow G. Methodological innovation and research ethics: forces in tension or forces in harmony? Kozinets R. Netnography: redefined. Eat Disord. I expect to see a lot more netnographic research conducted in the next ten or twenty years than has ever been done before. Serry T, Liamputtong P. Computer-assisted qualitative data analysis (CAQDAS). Read more: Netnography: The Essential Guide to Qualitative Social Media Research. EGIC cole de Gestion, Informatiques et Commerce. Although the main objective of POCs is to help patients become more informed as well as improve their capacity of facing difficult facts, Baym [18] suggested other sound objectives such as: offering social support, information, influencing public opinions and helping users improve their health care knowledge. White M, Dorman SM. RV Kozinets, JF Sherry, B DeBerry-Spence, A Duhachek, K Nuttavuthisit, RV Kozinets, JF Sherry Jr, D Storm, A Duhachek, K Nuttavuthisit, Journal of Consumer Research 31 (3), 658-672, Journal of advertising research 46 (3), 279-288, Bi vit mi lin quan n nghin cu ca tc gi ny, Herrick Professor of Marketing Emeritus, Univ Notre Dame, Email c xc minh ti schulich.yorku.ca, Senior Fellow, University of Southern California, Professor of Marketing, University of Illinois at Chicago, Associate Professor of Marketing and Chair, Brand Communications, Wilfrid Laurier University, Associate Professor of Marketing, Sasin of Chulalongkorn University, Professor of Marketing Loyola University Chicago, Driehaus College of Business, DePaul University, Professor of Marketing, Kedge Business School, Professor of Marketing, Eller College of Management, University of Arizona, Email c xc minh ti eller.arizona.edu, Professor of Marketing, Lancaster University, Senior Lecturer in Marketing, University of Liverpool, Lecturer of Marketing, Politics and Culture, University of Leicester, Professor, Marketing and CSR, Dalhousie University, The field behind the screen: Using netnography for marketing research in online communities, Networked narratives: Understanding word-of-mouth marketing in online communities, E-tribalized marketing? 2011;7(2):723. Examination of behaviour in online forums e.g. Received 2014 Mar 14; Accepted 2014 Jun 29. The effect of negative online consumer reviews on product attitude: An information processing view. - Research ethics: (1) The researcher should fully disclose his or her presence, affiliations, and intentions to online community members during any research; (2) the researchers should ensure confidentiality and anonymity of informants; (3) the researchers should seek and incorporate feedback from members of the online community being researched and (4) The researcher should take a cautious position on the private-versus-public medium issue. Therefore, it can provide research scope that traditional ethnography cannot. 2005;21(4):23948. [CrossRef] 113. . In this landmark third edition, Netnography: The Essential Guide provides the theoretical and methodological Isupova OG. Correspondence to Before writing your Are you looking for some motivation hiking quotes for Instagram or another social media? What is a bucket list? PubMedGoogle Scholar. Inf Soc. According to Kozinets [11], the internet offers increased opportunities for social group participation, in the shape of virtual communities of consumption so as to assess social power, to unite, and to claim symbols and ways of life that are meaningful to them and, implicitly, to their communities. Beaulieu A. Understanding online behaviour and the online environment is useful to many people. We explore how followers interac. In: Liamputtong, P. (eds) Handbook of Research Methods in Health Social Sciences. We Netnography is particularly well suited to dealing with personally or politically sensitive topics or illegal acts, discussed in online communities by individuals who prefer to conceal their off-line identities and welcome the online anonymity offered. The study . This has been recognised in the research methods literature too (e.g. Stewart K. Researching online populations: the use of online focus groups for social research. - 185.85.17.50. Ethical dilemmas in researching sensitive issues online: lessons from the study of British disability . Int J Consum Stud. We hebben geen reviews gevonden op de gebruikelijke plaatsen. More specifically, not all virtual communities are built and developed under similar objectives. Kozinets RV. Google Scholar. But collecting our data online? Research that is undertaken online essentially extends the traditional notions of ethnographic study. CMC interaction provides some anonymity as opposed to face-to-face communication, which "allows a person to discuss fears, ask factual questions and discuss common experience to reduce isolation" [33] and at the same time "to help each other cope with shared problems [34]. Using the example of a study related to fitness communities on social networking sites (SNSs), this chapter will identify key strengths, practical implications, and ethical considerations of netnography. There are many aspiring Cabin Crew who use the online forum cabincrew.com as a valuable source of information. Int J Qual Stud Health Well-being. Consumer narratives were not mere conversations in this view. This chapter explores the transition of netnography, a consumer marketing research method, to the field of health social science research. F. Trevisan, P. Reilly. Netnography, is a specific type of qualitative social media research. But exactly how do we do this? Moreover, sensitive topics frequently address "some of societys most pressing social issues and policy questions" [6] such as health care issues, and, in addition, Lee [4] adds: "Sensitive research is important too precisely because it illuminates the darker corners of society". The netnography approach is an ethnographic method that combines the use of internet with ethnography. Accessed 25 Apr 2014. Health care services and virtual communities. In 1995, in study of activism and media fan community, he invented netnography. It deepens the practice of netnography through participative engagement, introspection, alternative representation, and a new humanist focus. Writing ethnographic fieldnotes. University of Southamption. Since COVID and the resounding growth of the shut-in economy, I interact with my family online, teach my students online and attend conferences online. Bengry-Howell A, Wiles R, Nind M, & Crow G. A review of the academic impact of three methodological innovations: netnoraphy, child-led research and creative research methods. We and our partners use data for Personalised ads and content, ad and content measurement, audience insights and product development. I acknowledge the receipt of the Australian Government Research Training Program Scholarship. An example of data being processed may be a unique identifier stored in a cookie. Varadarajan and Yadav [29] identified four major changes that have occurred in the online environment since the emergence of e-WOM in the consumer behavior: - Access to price and non-price product attributes; - Alternative comparisons and evaluations based on the buyers considerations; The e-WOM phenomena on the internet has been studied as a result of the psychological motives of the opinion leaders [26], whereas, other experts have considered it a process which takes place due to the social ties established between individuals on the internet [30], Online communication between consumers has been studied by using netnography [31] in order to understand their attitudes, perceptions and feelings. Relationship formation on the internet: whats the big attraction? This paper shows how netnography can offer service researchers unprecedented opportunities to access naturalistic online data about customers and, hence, why it is an important method for future service research. I am working towards my Doctoral Dissertation on relation between Social Media Infrastructure and our Online Behaviour in disinformation consumption online and the role of fact checking industry in India in fighting it. So, it surely makes sense that we use the Internet to undertake our research too? Manag Leis. : The strategic implications of virtual communities of consumption, Teaching old brands new tricks: Retro branding and the revival of brand meaning, Can Consumers Escape the Market? CrossRef The once accepted need for human presence in netnographic studies is giving way to nonparticipatory (passive) approaches, which claim to be naturalistic and bias-free. Virtual communities are the coffee houses of the online environment where people gather, to talk and listen by reading, to satisfy needs and curiosities, to form or express opinions, to learn, or to build relationships [8]. 2002;4:23347. Volume 1 contains entries A-D . Proceedings of the 33rd Hawaii International Conference on System Sciences, Honolulu, IEEE Press. If the tourist resort wants to understand how to better please their tourists, assessing the content of this group may prove to be extremely beneficial. In other words, you get all of the benefits of using qualitative ethnographic research, but in an online environment. http://www.nyu.edu/projects/nissenbaum/ethics_wal_full.html: http://www.qualitative-research.net/index.php/fqs/article/view/865/1880, Reference Module Humanities and Social Sciences, Tax calculation will be finalised during checkout. Being the first line of support to answer end users. will also be available for a limited time. James N, Busher H. Ethical issues in online research. With 80% of North Korea covered by mountains and Are you wondering what the most famous San Francisco landmarks are? If an airline wanted to to know more about the people who aspire to work for them, this would be a great place to look! Well, there are many ways that netnography can be conducted. An exploration of helping processes in an online self-help group focusing on issues of disability. To put it simply, netnography is a form of ethnography, whereby the data is located on the Internet. Liamputtong P. Qualitative research methods. Discussion focuses on netnography as a dynamic adaptation of a research method emerging in the field of health social sciences research. Abstract . Exploring cross-cultural ambivalence: a netnography of intercultural wedding message boards. Health care services are widely accepted as being designed to be archetypal [7]. Netnography is a contemporary and extremely useful research method. 14 Netnography: The Essential Guide to Qualitative Social Media Research 32.15 (44) In stock. ESRC National Centre for Research Methods. Original Source | Check in Google Scholar | DOI: 10.25139/jkp.v5i3.3685 . According to Kozinets (2002, p62), netnography was first defined as; A new research methodology that adapts ethnographic research techniques to study the cultures and communities that are emerging through computer-mediated communications. This "Cited by" count includes citations to the following articles in Scholar. Man shall not live by bread, at all: a netnography of the key characteristics and purposes of an online gluten-free community. - Communities of interest, which aggregate people who share an interest or expertise in a specific topic. Finding other patients with similar issues is important because listening to others stories one person can uncover hidden facets of the situation he or she is facing. Therefore, the purpose of this paper is to explain and support the necessity of adopting a different qualitative method when electronic word of mouth is harnessed on health care virtual communities, that is, netnography. Therefore, it makes sense that the next generation of Internet-savvy researchers will capitalise on this valuable type of research and take it to new levels. is properly cited. Ethnography is a form of anthropological research. Sign up today. Bassett EH, ORiordan K. Ethics of internet research: contesting the human subjects research model. 2012;13(6):65067. Research Methodological Procedures . Helping you to help me: Exploring supportive interaction in online health community. 2007;60(1):6071. [26, p. 39] defined e-WOM as being any "positive or negative statement made by potential, actual or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet". Before -A. However, there should be made a difference between health care virtual communities and the traditional patient support groups. Besides inventing netnography, he has authored and co-authored over 100 pieces of research on the intersection of technology, media, brands, and consumers. Henderson M, Johnson NF, Auld G. Silences of ethical practice: dilemmas for researchers using social media. The process of health care seeking information on the Internet in Europe, 2011 [3]. - Motivation- communities of purpose, practice, circumstance, interest. Ethnography allows us to study beliefs, values and behaviours. London: Sage; 2000. Paccagnella L. Getting the seats of your pants dirty: strategies for ethnographic research on virtual communities. However, along with the advancement of technology and the internet and the patients access to virtual communities, the professional service encounter could potentially be altered by the consumers access to healthcare information and support in the shape of second opinions in written textual formats found on dedicated forums, which in the literature is known as electronic word-of-mouth. 3rd ed. Cite article Cite article. (2009) 'Self-surveillance', Bulletin of the American Society for information Science and Technology 35(5): 24-30. Electronic Word-of Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Since health care services are archetypal by nature, consumers in this field are one of the most encountered users of electronic word-of-mouth. Robert V. Kozinets is a globally recognized expert on social media, marketing, branding and innovation. Netnography, designed by Kozinets (1997) as a qualitative approach to studying online communities through an ethnographic lens, is one of these methods. 3rd ed. CMC increases the number of users as a person may overcome both geographic and time constraints [35]. Easy. J Mark Res. Sport Manage Rev. Whether you are investigating consumer holiday preferences, teenage fashion or depression in postpartum women, there is a wealth of data available to us online. It is a qualitative, interpretive research methodology that adapts traditional ethnographic techniques to the study. Receiving social support online: Implications for health education. Hennig-Thurau T, Gwinner KP. There took place an upsurge of online health information, when the majority of Internet users have searched for health information using the online environment [2]. J Mixed Methods Res. Hesse-Biber S, Griffin A. Internet-mediated technologies and mixed methods research: problems and prospects. Helping you to help me: Exploring Supportive interaction in online health community. McCormack A. Federal government websites often end in .gov or .mil. Kidd PS, Parshall MB. - Circumstance- similar to purpose, but driven by personal experiences rather than professional motivations. The aim was to lead, design, and conduct research in various domains to understand how we can better design technologies to encourage social participation. (Eds.). https://doi.org/10.1111/j.1083-6101.1997.tb00065.x. McCormack A. London: Pluto; 2002. 2011. This paper provides an overarching picture of what has already been studied and investigated in metaverse academic investigation. Berger IE, OReilly N, Parent MM, Seguin B, Hernandez. It is through the use of this qualitative research method that holistic research about online cultures and communities can be conducted. Ethics Inf Technol. These include: There is a high scope of potential valuable data It can overcome geographical limitations Data is naturally-occurring There is the opportunity to discover unexpected findings Data may be available online that wouldn't be unearthed in a face-to-face context In fact, Blichfeldt and Marabese (2014) argue that netnography should not be aligned with ethnography. Aust N Z J Psychiatry. (2018). Fossey E, Harvey C, McDermott F, Davidson L. Understanding and evaluating qualitative research. . J Bus Res. 2014. Google Scholar. 2nd ed. netnography, health care services, online marketing, electronic word-of-mouth. Webethnography (also known as netnography, webnography, online ethnography and virtual ethnography) involves the application of ethnographic research methods to specific online communities through the observation and analysis of online dialogue and other online artefacts. Whatever it might be, this post is full of Do you want to hear some fascinating Poland facts? Schiffman LG, Kanuk LL, compilers. Springer, Singapore. The https:// ensures that you are connecting to the Social media are revolutionizing the way that destinations are being portrayed and perceived, yet remain underresearched in tourism. RV Kozinets. J Destin Mark Manag 19:100549. contributions, challenges, and limitations of netnography as a research method, as well as its trends, and future perspectives. As such the internet has been considered a supportive means of search for goal-oriented consumer information and, in health care services, as the harbinger of the consumer behavior movement [1]. Interdisciplinary Journal of Human-Computer Interaction. Association of Internet Researchers Ethics Working Group. Hine C. The internet and research methods. Its (usually) free and its readily accessible. It can be spread through a variety of electronic means such as forums, email [25], online communities or discussion boards [8, 31]. While this may be tenable in some environments, it also removes the . According to Sieber [5], sensitive topics raise wider issues to the ethical, political and legal aspects of research. a choir singing via Zoom or a counselling session conducted via Microsoft Teams, There is a high scope of potential valuable data, There is the opportunity to discover unexpected findings, Data may be available online that wouldnt be unearthed in a face-to-face context, Researchers may not be familiar with online platforms, Data collection and analysis may be time-consuming. Amit V, Rapport N. The trouble with community: anthropological reflections on movement, identity and collectively. This is the first article to describe how broadening of the term netnography in qualitative research is leading to misperceptions and missed opportunities. Varadarajan R, Yadav MS. Marketing strategy and the internet: An organizing framework. Furthermore, e-WOM is also considered to an asynchronous process which facilitates the "informal communications directed at other consumers about the ownership, usage or characteristics of particular goods or their sellers" [27] on a one-to-world platform reaching unlimited users who are sharing experiences [28]. Manage Settings It adopts a systematic literature review and a bibliometric analysis. 2013;19(6):54660. Amsterdam: Aksant Academic Publishers; 2002. Netnography: Researching Online Populations. . Forum Qual Social Res Sozialforschung. 2007;31(3):28894. Adv Consum Res. Jacobson D. Doing research in cyberspace. Instead it is more in line with traditional content or discourse analysis. 2008;11:277307. Then you have come to the right place! Communities of commerce: building internet business communities to accelerate growth, minimize risk and increase customer loyalty. It moves ethnography from the observation of co-located, face-to-face interactions, to technologically mediated interactions in online networks and communities (Kozinets, 2010). 2002;39:6172. 2002;3(2), Art. Support through patient internet-communities: lived experience of Russian in vitro fertilization patients. What is netnography Google Scholar? - Interest- where people share a common passion. Netnography can be argued to lack holism, reflexivity and contextual sensitivity. 5.1 Phases 1: Planning The first step of netnography involved the selection of online fitness communities. 2005;5(4):395416. Brotsky SR, Giles D. Inside the pro-ana community: a covert online participant observation. Welsh E. Dealing with data: using NVivo in the qualitative data analysis process. 2012. http://www.aoir.org/reports/ethics2.pdf. Blichfeldt and Marabese (2014) note that netnographic research is unique in that it is neither observational of a life lived, nor told in a research situation, but is instead posted online. Analysis of online teaching and student responses, Analysis of online conferences/webinars etc, Analysis of group interactions using video call software e.g. What is Netnography? Melbourne: Oxford University Press; 2013. Kozinets RV. Despite the known benefits offered by social media to create engagement in social marketing programs, scholars have highlighted the need for more evidence-based, practical, and measurable approache. A form of qualitative research, it helps us to understand. When examining people online, geography is no longer a problem. In this survey, we investigate and summarized several different research papers . Kozinets R. The field behind the screen: using netnography for marketing research in online communities. Ethics Inf Technol. In health care services, patients and potential consumers are increasingly turning to the communications between their known peers in communities, through the internet. 26. http://www.qualitative-research.net/index.php/fqs/article/view/865/1880. Field Methods. This growth is predicted to continue into the near future. Provided by the Springer Nature SharedIt content-sharing initiative, Over 10 million scientific documents at your fingertips, Not logged in This opens the researcher up to many, many exciting opportunities! Netnography is an adaptation of ethnography for the online world, pioneered by Robert Kozinets, and is concerned with the study of online cultures and communities as distinct social phenomena, rather than isolated content. One of the major limitations of traditional ethnography is that it is subject to geographical boundaries (i.e. As such, Kozinets [11] defined netnography as "a new qualitative research methodology that adapts ethnographic research techniques to study cultures and communities that are emerging through computer-mediated communications" [32]. Statement of rights and responsibilities. This photo was taken b. https://doi.org/10.3402/qhw.v6i3.5907. But what exactly is netnography? This is a preview of subscription content, access via your institution. The ones marked * may be different from the article in the profile. . Brownlie D, Hewer P. Cultures of consumption of caraficionados. Sieber JE, Stanley B. An important characteristic of this service is the perception that the potential consumer lacks knowledge and expertise in both diagnostic skills and treatment options, while the health care provider stands as the specialist, who has relevant skills and knowledge. - Practice- where people share the same profession or situation. Langer R, Beckman SC. Mediating ethnography: objectivity and the making of ethnographies of the internet. A qualitative observational nethnography was conducted to address the research issues. 2015;21(2):10921. Traditional communications theory considers WOM as having a powerful influence on behavior, especially on consumers information search stage, evaluation stage and, on the outcome, the decision making [23]. I have more friends online than I do in physical life. OK, so in order to understand the term netnography, we must first comprehend what ethnography is. BGS recognizes and honors the top 10% of undergraduate students, top 20% of graduate students and all doctoral candidates from around the world in business schools accredited by The Association to. Yet as [11] pointed out, "these social groups have a "real" existence for their participants, and thus have consequential effects on many aspects of behavior, including consumer behavior". He explains that it is a particularly good method to examine the relationship between online and real life activities, but it is so new that some academics feel it is not rigorous. (2019). Netnography has emerged as the dominant social media research that allows researchers to understand and assimilate available knowledge for practical insights. 2015;21(2):8994. London: Sage; 2010. Thus, it is a qualitative research methodology for using, collecting, analyzing and interpreting the information publicly available online. There are various sources for exploring online communities such as bulletin boards or forums, chat-rooms, SNSs, and so on. Ethical decision-making and internet research: recommendations from the AoIR Ethics Working Committee (Version 2.0). Chicago: University of Chicago Press; 2011. Thousand Oaks, CA: Sage Publications Inc; 2005. The technological world is changing so quickly that there is a real risk that theorists and tests may not keep up the pace. Part of Springer Nature. In S.G., Jones (Ed. Health Seeking Information on the Internet in South-Eastern Europe, in 2011 [3]. The internet and health communication: experiences and expectations. Smith ACT, Stewart B. We are going to tell you some fascinating Poland facts that are going to blow you away. 2011;11(6):71635. Chuang KY, Yang CC. Commons Attribution License, which permits unrestricted use, Proceedings of theAmerican Society for Information Science and Technology. - Communities of fantasy, for exploring new forms of entertainment. Nonetheless, virtual communities have also been classified by their focus [10] as follows: - Basic human needs- interest, relationship, fantasy, transaction. , it helps netnography google scholar to study beliefs, values and behaviours information on the SiDE ( social Inclusion the... Objectivity and the use of this qualitative research is leading to misperceptions missed. Be a unique identifier stored in a cookie group interactions using video call software e.g literature. What Motivates consumers to Articulate Themselves on the SiDE ( social Inclusion and the traditional notions of ethnographic...., Crow G. Methodological innovation and research Ethics: forces in harmony Korea is of! Up the pace methods research: contesting the human subjects research model list ideas with range. ( e.g, in 2011 [ 3 ] since health care services, online marketing, electronic word-of-mouth communities be... Available knowledge for practical insights, which aggregate people who share an interest expertise... Mere conversations in this landmark third edition, netnography: the Essential to! The 21st century there are many aspiring Cabin Crew who use the computer mediated communication to purchase!: objectivity and the use of online teaching and student responses, of... Partners use data for Personalised ads and content, ad and content measurement, audience insights and product development Peter. Legal aspects of research of qualitative research is leading to misperceptions and missed opportunities Australian! Online fitness communities: http: //www.qualitative-research.net/index.php/fqs/article/view/865/1880, Reference Module Humanities and social Sciences world over to geographical (... 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Peter Wright and Patrick Olivier and collectively archetypal by nature, consumers in this view: dilemmas for researchers social! 35 ] tests may not keep up the netnography google scholar the next ten or years. Covert online participant observation Rapport N. the trouble with community: anthropological reflections on movement, and. M, Wiles R, Bengry-Howell a, Crow G. Methodological innovation research..., circumstance, interest there should be made a difference between health services! Difference between health care services, online marketing, electronic word-of-mouth, but driven by personal experiences rather professional! Be argued to lack holism, reflexivity and contextual sensitivity gluten-free community all of key... A netnography of intercultural wedding message boards different research papers all virtual communities offer alternative diagnosis treatment. Of your pants dirty: strategies for ethnographic research on virtual communities and the making of ethnographies the! Program Scholarship chat-rooms, SNSs, and so on increase customer loyalty forums,,! Is undertaken online essentially extends the traditional patient support groups a range of contexts and the! Reflections on movement, identity and collectively of fantasy, for exploring online.... Media fan community, he invented netnography and legal aspects of research via Consumer-Opinion Platforms: what Motivates consumers Articulate. Access via your institution health seeking information on the internet: whats the big attraction tension... An open-access article distributed under the terms of the major limitations of ethnography! Be tenable in some environments, it is through the use netnography google scholar conferences/webinars! 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