Netnography is a qualitative research approach focused on studying online communities and their behaviors. The method was first developed by Robert Kozinets and has since become an indispensable tool for many social sciences.

In this article, I'll walk you through the fundamentals of netnography based on Kozinets' 12phase process and demonstrate how you can effortlessly implement it. By aligning your investigation with this established methodology, you'll hopefully yield insightful findings related to the online phenomenon you're examining.

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00:00 Intro
00:40 What is netnography?
02:11 #1 Introspection Phase
02:48 #2 Investigation Phase
04:11 #3 Information Phase
05:20 #4 Initial Interview Phase
06:16 #5 Inspection Phase
06:48 #6 Interaction Entry Phase
08:16 #7 Immersion Phase
09:05 #8 Indexing Phase
09:43 #9 Interpretation Phase
10:32 #10 Iteration Phase
11:46 #11 Instantiation Phase
12:52 #12 Integration Phase

Netnography is a modification of the term ethnography, representing a research approach that deals with field research but on the Internet.

The architect of this methodology is Robert Kozinets, who extensively details the approach in his 2010 book, "Netnography." Now there is also an updated edition from 2015.

Up until that point, online research was keenly centered on conducting precise and quantitative investigations on social media or within online forums.

How often was a tweet liked, and how did that correlate with its reach? How do networks form on social media? What statistical correlations can be derived from user behavior?

While all these questions are vital and relevant, they aren't the focus of netnography. Instead, netnography seeks to understand the context of such behaviors, shedding light on who exhibits certain behaviors and why.

If you familiarize yourself with the objectives of classic field research (ethnography), you'll instantly grasp the netnographic approach. It revolves around observing groups and the behaviors of their members. Netnography simply transposes this research methodology onto the online domain.

This video is about:

netnography, Netnography Methodology, Kozinets, qualitative research

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