Journal article

Evolving netnography: how brand auto-netnography, a netnographic sensibility, and more-than-human netnography can transform your research

RV Kozinets, D Scaraboto, MA Parmentier

Journal of Marketing Management | Taylor & Francis (Routledge) | Published : 2018


The basis of netnography is rather simple. It is grounded by the principle that the perspective of an embodied, temporally, historically and culturally situated human being with anthropological training is, for purposes relating to identity, language, ritual, imagery, symbolism, subculture and many other elements that require cultural understanding, a far better analyst of people’s contemporary online experience than a disembodied algorithm programmed by statistics and marketing research scientists.1 1. Of course, computer scientists are having their day, currently. And there is no doubt that there are many macro behaviours and precise measurements which are handled far better using statisti..

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University of Melbourne Researchers

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