Special Section: Evolving Netnography
Journal of Marketing Management, Volume 34, 2018, Issue 3-4


Evolving netnography: how brand auto-netnography, a netnographic sensibility, and more-than-human netnography can transform your research
Robert V. Kozinets, Daiane Scaraboto & Marie-Agnès Parmentier
“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) …” Read More >


From the self to the screen: a journey guide for auto-netnography in online communities
Dino Villegas
“Supported by the previous literature, the author explores the method of auto-netnography, delimiting and differentiating its scope and boundaries. This article contributes to the literature with a Journey Guide for Auto-Netnography that can be used in online communities in social media by practitioners, organisations and scholars. That guide is constituted by six elements: (1) the traveller, (2) the map, (3) the routes, (4) the learning, (5) the telling and (6) the safety of the trip. The article also advances the literature by identifying and discussing the novel concept of brand auto-netnography. For illustrative purposes, the author uses an example of his own efforts to perform an auto-netnographic study in the context of a presidential candidate’s Facebook community; the author was the candidate’s campaign manager …” Read More > Read the Blog >

A netnographic sensibility: developing the netnographic/social listening boundaries
Emma Reid & Katherine Duffy
“Netnography is constantly evolving as technologies and access to online data develop. Our paper outlines how large data sets of social media can be analysed through bridging the divide between the small, rich and contextually nuanced data that is the hallmark of netnography and the scope and scale of data made possible through social media listening conventions. We define this approach as netnographic sensibility and with the use of a short case study discuss the process through which social media data could be gathered, triangulated and analysed. We orientate the paper around two interrelated questions: investigating how netnographic insights can be extended using social media monitoring tools, and asking how this can be used to add richness and depth to understanding mass consumer realities. Our contribution complements the widely established methodological approach of netnography as we argue that netnography has the capacity and capability to embrace technological advances within the domain of social listening to add value for academic researchers …” Read More >

More-than-human netnography
Peter Lugosi & Sarah Quinton
“Drawing on actor-network theory (ANT), this paper develops a ‘more-than-human’ conception of netnography to extend current thinking on the scope, focus and methods of netnographic research. The proposed approach seeks to account more clearly for the role of human and non-human actors in networked sociality and sets out to examine the interactions of people, technology and socio-material practices. The paper critiques reductive applications of netnography, bound by proceduralism, and advocates research that embraces the complex, multi-temporal, multi-spatial nature of internet and technology-mediated sociality. It challenges researchers to examine and account for the performative capacities of actors and their practices of enactment. By synthesising insights from ANT and emerging work in marketing and consumer research that adopts relational approaches, this paper outlines the challenges and opportunities in developing more-than-human netnographies as an approach to extend current netnography …” Read More >


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