Netnography: A Pocket Guide to Conducting Research in Closed Virtual Communities
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Authors
Wade, Julie
Issue Date
2020-04
Type
Article
Language
en_US
Keywords
Human Resource Management , Marketing , Information Systems
Alternative Title
Abstract
This paper defines closed virtual communities and outlines a brief guide for researchers (academics and students) who wish to engage in ethnographic studies of online communities, commonly known as a netnography. Although netnographies are relatively common in marketing research but represent a useful methodology for information systems research and business research in general. Additionally, this study outlines the major steps involved in a netnography, including entrée into the community, the gathering of data, and the analysis and interpretation of the gathered data. This study concludes with suggested guidelines depending on the sensitive nature of the closed virtual community.
Description
Peer-Reviewed Journal Article. 14 pages
Citation
Publisher
Drake Management Review