conventional ethnography, netnography and friendship theories by presenting a theoretical framework to understand how Facebook …

areas of interest that have gained little attention. Design/methodology/approach – Data were collected using netnography, an …

unique to such context. Design/methodology/approach – Grounded theory was used in triangulation with netnography (interacting …

approaches and tools to keep up, and netnography – ethnography applied to the web – has become popular. However, exploiting the … potential of netnography requires companies to cope with new problems and acquire new capabilities. The purpose of this paper is …/methodology/approach – After a literature review on netnography in marketing research, the authors present a case study of best practice of …

. This community is analysed with qualitative tools, such as netnography, personal interviews and participant observation … properties of the methods employed (netnography, personal interviews and participant observation) and to the paper, which …

Nation as a unit of analysis, a mixed-methods research design using netnography and participant observation is adopted to …

netnography approach to examine how vulnerable consumers interact in an online service setting, reducing self-report bias and …

media? Design/methodology/approach – The paper outlines and then implements the research methodology of netnography to … achieve its purpose. Netnography involves a researcher joining an online forum, e‐tribe or other open‐source social media to … future work in the content area and in the use of the netnography method. It is limited by the lack of online content on the …