Netnography: Researching Online Populations

Jong, Stephanie (2017) Netnography: Researching Online Populations. In: Handbook of Research Methods in Health Social Sciences. Springer Nature Singapore, pp. 1-17. ISBN 978-981-10-2779-6

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This chapter explores the transition of netnography, a consumer marketing research method, to the field of health social science research. In contemporary society, the Internet has become an essential communication and information medium. Researchers are increasingly using the Internet as a research medium for participant recruitment and data collection. Netnography, an adaptation of ethnography, is primarily concerned with online communication as a source of data to form an understanding of a cultural phenomenon. It is through the use of this qualitative research method that holistic research about online cultures and communities can be conducted. In the provision of a common set of methodological procedures and protocols, netnography contributes to the debate of researching online populations, and innovation in appropriate settings. Using the example of a study related to fitness communities on social networking sites (SNSs), this chapter will identify key strengths, practical implications, and ethical considerations of netnography. Discussion focuses on netnography as a dynamic adaptation of a research method emerging in the field of health social sciences research.

Item Type: Book Section
Faculty \ School: Faculty of Medicine and Health Sciences > School of Health Sciences
UEA Research Groups: Faculty of Medicine and Health Sciences > Research Groups > Health Promotion
Faculty of Medicine and Health Sciences > Research Centres > Lifespan Health
Depositing User: LivePure Connector
Date Deposited: 14 Aug 2019 09:30
Last Modified: 06 Jun 2024 14:34
DOI: 10.1007/978-981-10-2779-6_17-2

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