From space to cyberspace: on ethnography and netnography

Abstract

This work aims to analyze the evolution of the researches in netnography, from the application of a bibliometric analysis in the scientific productions in the area. For this analysis, we opted for the use of the Web of Science™ database, mainly due to its wide range of scientific areas. The main results of the analyzes were the number of articles in evolution reaching their apex in the year 2015, the top journals, countries and authors of the subject and the most cited articles that presents different empirical objects, without problematizing the use and adaptation of the method to online communities. At the conclusion of the work, the study proposes a research agenda to discuss the method and its implications for the studies of organizations and the area that is mostly the field of netnographic research: marketing.