La netnographie: une nouvelle méthode d’enquête qualitative basée sur les communautés virtuelles de consommation

Yohan Bernard ()
Additional contact information
Yohan Bernard: UP2 - Université Panthéon-Assas

Post-Print from HAL

Abstract: Netnography is a qualitative research method which uses Internet as a source of data in leaning against the virtual communities of consumption. It analyses consumers' communicational acts from the community in order to generate insights about consumption object which is the center of the community. In this article, netnography is positioned and defined; its data collection and analysis methods are then presented. The aim of this paper is to draw the attention of the marketers to the potential of this approach, on the one hand, by giving it a rigorous theoretical framework, and on the other hand, by proposing some helps for its implementation.

Keywords: méthode qualitative; ethnographie; Internet; interprétation; communauté virtuelle; herméneutique (search for similar items in EconPapers)
Date: 2004
References: Add references at CitEc
Citations: View citations in EconPapers (6)

Published in Décisions Marketing, 2004, 36, pp.49-62

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01315734

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().