The Field behind the Screen: Using Netnography for Marketing Research in Online Communities

Published by admin on

Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61–72. https://doi.org/10.1509/jmkr.39.1.61.18935

Related posts:

Default ThumbnailNetnography: Doing Ethnographic Research Online Default ThumbnailNetnography: Range of Practices, Misperceptions, and Missed Opportunities Default ThumbnailOnline Field Experiments: A Selective Survey of Methods Default ThumbnailWhat is Special about the Ethical Issues in Online Research? Default ThumbnailEthical Issues of Online Communication Research
Categories:

Related Posts

Timetable
Essay

Facilitating and Producing Research during the COVID-19 Pandemic: Lessons Learned

by: Elizabeth Wanucha, Center for International and Regional Studies (CIRS), Georgetown University – Qatar Tips for Hosting Virtual Research Workshops The Center for International and Regional Studies (CIRS) at Georgetown University-Qatar (GU-Q) is a research center...

Notebook with pencil, pen, and phone
Essay

Inequality and the Digital Turn in Research

by: Ato Kwamena Onoma, CODESRIA As the COVID-19 outbreak spread to West Africa in early 2020, I took an interest in the scapegoating of returning Senegalese migrants based in Southern European countries by their fellow citizens in Senegal.

Meeting in room with two tables
Essay

Digital Fieldwork: Lessons Learned from Afghanistan

by: Mohammad Isaqzadeh, Princeton University I arrived in Kabul, Afghanistan, on January 1st, 2020, to conduct two rounds of survey, studying the relationship between violence and religiosity. It was such a euphoric moment for me.

Accessibility by WAH