Netnography

Christian Bruck

Chapter 3.11 in Elgar Encyclopedia of Strategy as Practice, 2025, pp 323-327 from Edward Elgar Publishing

Abstract: Netnography, often described as “ethnography on the Internet” or virtual ethnography, emerged in the 1990s and soon gained prominence in marketing, business, and management fields with the rise of social media platforms. It has a long tradition in consumer research, where it is used to collect primary data on behavioral patterns and meaning-making processes within online contexts. These data from various sources are analysed to extract meaningful conversations from the often overwhelming volume of collected textual data. In Strategy-as-Practice (SAP) research, netnography is a versatile and evolving research method that extends traditional ethnographic practices into online environments, enabling a nuanced understanding of digital interactions and cultural practices while addressing ethical complexities and fostering meaningful insights into how technology shapes social, organizational, and strategic behaviors. Netnography therefore constitutes a promising technique for future SAP research focusing on studying actors in the digital space.

Keywords: Netnography; Ethnography; Social media; Online communities; Technology; Networks (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035315956
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