Netnography: A Pocket Guide to Conducting Research in Closed Virtual Communities

dc.contributor.authorWade, Julie
dc.date.accessioned2020-05-05T18:28:46Z
dc.date.available2020-05-05T18:28:46Z
dc.date.issued2020-04
dc.descriptionPeer-Reviewed Journal Article. 14 pagesen_US
dc.description.abstractThis 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.en_US
dc.identifier.urihttps://escholarshare.drake.edu/handle/2092/2198
dc.language.isoen_USen_US
dc.publisherDrake Management Reviewen_US
dc.relation.ispartofseriesDrake Management Review;Volume 9, Issue 1 & 2, April 2020
dc.subjectHuman Resource Managementen_US
dc.subjectMarketingen_US
dc.subjectInformation Systemsen_US
dc.titleNetnography: A Pocket Guide to Conducting Research in Closed Virtual Communitiesen_US
dc.typeArticleen_US
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