Netnography: Origins, foundations, evolution and axiological and methodological developments and trends

Abstract

Netnography originated in ethnography and evolved following the advances in data transmission technology. The netnographic method is distinguished by its axiological orientation residing in recognition of online social experiences. The main method for data collection adopted by the netnographer is participant observation. One premise that must be observed is the necessary estrangement, which means that the researcher must be a layman as regards the object of study. In the field of administration, netnography emphasized the area of marketing and consumer behavior. The goal is to understand the consumer culture of online communities. One of its main challenges consists of how to conduct ethical research. The current article reviewed the available literature about the netnography method, bringing a brief explanation about its emergence and evolution, as well as its characteristics and application. The article also presents the advantages, challenges, and trends of this modern research method and also suggests topics for future research.