Netnography originated in ethnography and evolved following the advances in data transmission technology. The netnographic method is distinguished by its axiological orientation residing in recognition of online social experiences. The main method for data collection adopted by the netnographer is participant observation. One premise that must be observed is the necessary estrangement, which means that the researcher must be a layman as regards the object of study. In the field of administration, netnography emphasized the area of marketing and consumer behavior. The goal is to understand the consumer culture of online communities. One of its main challenges consists of how to conduct ethical research. The current article reviewed the available literature about the netnography method, bringing a brief explanation about its emergence and evolution, as well as its characteristics and application. The article also presents the advantages, challenges, and trends of this modern research method and also suggests topics for future research.
Keywords
Netnography, Virtual Ethnography, Online Community, Research method, Management Research
Author Bio(s)
Greiciele Macedo Morais is currently a PhD student in Business Administration at FUMEC University. Studied a Master of Business Administration (2016) and an MBA in Strategic Business Management (2015) at Universidade Fumec. Acts as administrator at the Federal University of Ouro Preto. Interested in research on e-commerce, big data, consumer behavior, public management, planning and public governance. Correspondence can be addressed directly to: greiciele.morais@ufop.edu.br.
Valdeci Ferreira dos Santos is currently a PhD student in Business Administration at Fumec University. Studied a Master of Business Administration (2017) and an MBA in Strategic Business Management (2015) at FUMEC University. He served as administrator at the Minas Gerais Sanitation Company (COPASA). He currently works as an administrator at the Federal University of Ouro Preto. Interested in research on eCommerce, Big Data, Consumer Behavior, Public Management, Planning and Competitiveness. Correspondence can also be addressed directly to: valdeci.santos5@bol.com.br.
Carlos Alberto Gonçalvescompleted his doctorate in Business Administration from the University of São Paulo (USP), 1986; Master’s in Computer Science from the Pontifical Catholic University of Rio de Janeiro (PUC / RJ), 1976. He was a professor at the Department of Computer Science at the Federal University of Minas Gerais (UFMG), in the area of Basic Software and Computational Mathematics. He is currently a Full Professor at the Federal University of Minas Gerais (UFMG) and a Holder at the Minas Gerais Culture Foundation, FUMEC University. He works in Administration with emphasis on Organizational Strategy Theories, Marketing, Innovation Systems, New Research Methods in Management and Applied Neuroscience. Correspondence can also be addressed directly to: carlos@face.ufmg.br.
Acknowledgements
We thank all reviewers and editors of The Qualitative Report for their valuable comments and suggestions in developing the manuscript. His contributions were important for improving the quality of the manuscript.
Morais, G. M.,
Santos, V. F.,
&
Gonçalves, C. A.
(2020).
Netnography: Origins, Foundations, Evolution and Axiological and Methodological Developments and Trends.
The Qualitative Report,
25(2), 441-455.
https://doi.org/10.46743/2160-3715/2020.4227
