The Reconciliation of Nethnography and Its Application in Marketing Research

Abstract

Netnography is the application of ethnography in the virtual environments. This ensures it to be Internet or virtual network ethnography. It is Kozinets who forwarded the netnography concept. He defined netnography as a cluster of hictorical developments, applications applied to the modern and complex context of our world. Netnography is a qualitative application to research the consumption behavior of societies of cultures on the Internet. One can say that netnography is a special application of virtual means to social interaction which is an unprecedented ethnographic research framework. Nethnography is a special research method that the application of virtual means to ethnographic studies. Ethnography is a qualitative research technique to researches cultural behaviors related in the social environments. It aims at who the targeted population is, what their story is and their experiences. Nethnography depends on ethnography which have the same principles. It is natural, participative and applicable. Nethnography is based on online participative and descriptive research that includes texts, videos and photographs. Thus, the aim of this study is to extensively research the concept of nethnography, which stems from ethnography and express to the target audience the concept comprehensively..