Videography and netnography

Abstract

Both videography and netnography contain relatively new practices for collecting and analysing data that can be used for formative research in social marketing. The combination of the internet and video also offers new presentation opportunities for research that can potentially reach a broad audience of academics, managers, NGOs, government officials, and ordinary consumers. In the treatment that follows we suggest some common elements between the two methods before first addressing videographic methods and providing a case study of its use for social marketing purposes. We follow with a summary of netnographic methods. To close, we discuss opportunities as well as issues in using both techniques in formative research for social marketing.