Chapter 6Applying netnographic approach to qualitative research
Background
Netnography, as a qualitative research method, originated in the United States in the early 1990s, shortly after the evolution of the Internet that enabled conversations to become text-based (Costello et al., 2017). Robert V. Kozinets, a trained American Anthropologist and researcher in consumer marketing, theorised netnography as a qualitative research method in his doctoral thesis in 1995.1 At that time, online communities were mainly text-based and were not integrated into real life as it is in recent times.
The emergence of the Internet created an online global community, ...
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