Netnography, an etnographic model in the digital era [La netnografía, un modelo etnográfico en la era digital]

This article aims to describe the netnographic research process from an ethnographic research view. Thus, the ethnographic process literature from some authors proposals was analyzed in the light of understanding this qualitative research methodology. Moreover, it was described the netnographic proc...

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Fecha de publicación:: 2017

Institución:: Universidad de Medellín

Repositorio:: Repositorio UDEM

Idioma:: spa

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network_acronym_str	REPOUDEM2
network_name_str	Repositorio UDEM
repository_id_str
dc.title.spa.fl_str_mv	Netnography, an etnographic model in the digital era [La netnografía, un modelo etnográfico en la era digital]
title	Netnography, an etnographic model in the digital era [La netnografía, un modelo etnográfico en la era digital]
spellingShingle	Netnography, an etnographic model in the digital era [La netnografía, un modelo etnográfico en la era digital] Etnography Netnographic model Netnography Online communities Qualitative research
title_short	Netnography, an etnographic model in the digital era [La netnografía, un modelo etnográfico en la era digital]
title_full	Netnography, an etnographic model in the digital era [La netnografía, un modelo etnográfico en la era digital]
title_fullStr	Netnography, an etnographic model in the digital era [La netnografía, un modelo etnográfico en la era digital]
title_full_unstemmed	Netnography, an etnographic model in the digital era [La netnografía, un modelo etnográfico en la era digital]
title_sort	Netnography, an etnographic model in the digital era [La netnografía, un modelo etnográfico en la era digital]
dc.contributor.affiliation.spa.fl_str_mv	Sánchez Torres, W.C Universidad de Malta, Malta, ESERP Business School, Universidad de Barcelona, Spain, Institución Universitaria Esumer, Colombia Ortiz Rendón, P.A Universidad Nacional de Colombia, Colombia, Universidad Pinar del Río de Cuba, Cuba, Universidad EAFIT, Colombia, Universidad de Medellín, Colombia, Facultad de Ciencias económicas y Administrativas, Colombia
dc.subject.keyword.eng.fl_str_mv	Etnography Netnographic model Netnography Online communities Qualitative research
topic	Etnography Netnographic model Netnography Online communities Qualitative research
description	This article aims to describe the netnographic research process from an ethnographic research view. Thus, the ethnographic process literature from some authors proposals was analyzed in the light of understanding this qualitative research methodology. Moreover, it was described the netnographic process presented by recognized authors and lastly a model was proposed integrating relevant aspects from both positions: the ethnographic and netnographic. The two processes have similarities in general structure, however netnographic process tends to have a difficult to define the field of research and determine the amount of conversations to be analyzed. © 2017.
publishDate	2017
dc.date.accessioned.none.fl_str_mv	2017-12-19T19:36:44Z
dc.date.available.none.fl_str_mv	2017-12-19T19:36:44Z
dc.date.created.none.fl_str_mv	2017
dc.type.eng.fl_str_mv	Article
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dc.type.driver.none.fl_str_mv	info:eu-repo/semantics/article
dc.identifier.issn.none.fl_str_mv	7981015
dc.identifier.uri.none.fl_str_mv	http://hdl.handle.net/11407/4281
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identifier_str_mv	7981015 reponame:Repositorio Institucional Universidad de Medellín instname:Universidad de Medellín
url	http://hdl.handle.net/11407/4281
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language	spa
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dc.relation.ispartofes.spa.fl_str_mv	Espacios
dc.relation.references.spa.fl_str_mv	Armstrong, A., Hegel, J., The Real Value of On-Line Communities (1996) Harvard Business Review, 74 (3), pp. 134-141 Baztán, A.A., (1997) Etnografía, , Metodología cualitativa en la investigación sociocultural. México: Alfaomega Grupo Editor. 215(9) Belz, F.-M., Baumbach, W., Netnography as a Method of Lead User Identification (2010) Creativity and Innovation Management, 19 (4), pp. 304-313 Bengry-Howell, A., Wiles, R., Nind, M., Crow, G., (2011) A Review of the Academic Impact of Three Methodological Innovations: Netnography, Child-Led Research and Creative Research Methods, pp. 1-37. , http://eprints.ncrm.ac.uk/1844, National Centre for Research. Economic and social research council Bowler, G.M., Netnography: A Method Specifically Designed to Study Cultures and Communities Online (2010) The Qualitative Report, 15 (5), pp. 1270-1275. , http://www.nova.edu/ssss/QR/QR15-5/kozinets.pdf, (N. S. University, Ed.) Casas-Romeo, A., Gázquez-Abad, J.C., Forgas-Coll, S., Huertas-García, R., La netnografía como herramienta de investigación en contextos on-line: una aplicación al análisis de la imagen de los servicios públicos de transporte. Innovar (2014) Revista de Ciencias Administrativas y Sociales, 24 (10), pp. 89-101 Carcary, M., Evidence Analysis Using CAQDAS: Insights from a Qualitative Researcher (2009) The Electronic Journal of Business Research Methods, 9 (1), pp. 10-24 Del Fresno, M., (2011) Netnografía, , Barcelona: UOC Edgerton, E., Lagness, R., (1977) Method and style in the study of the culture, , San Francisco: Chandler and Sharp Elgesem, D., What is special about the ethical issues in online research? (2002) Ethics and Information Technology, 4 (3), pp. 195-203 Eric, A., Wallendorf, M., Market-oriented ethnography: Interpretation Building and marketing strategy formulation (1994) Journal of Marketing Research, 31 (1), pp. 484-504 Frigolé, J., Narotzky, S., Contreras, J., Comes, P., Prat, J., (1983) Antropología, hoy, , Barcelona: Ed. Teide. 107-143 Galeano, M., (2004) Estrategias de investigación social cualitativa, el giro de la mirada, , Medellín: La carreta editores Geertz, C., (1973) La interpretación de las culturas, , Barcelona: Gedisa Geertz, C., (1994) Conocimiento local: ensayos sobre la interpretación de las culturas, , Barcelona: Paidos Griggs, G., Ethnographic Study of Alternative Sports by Alternative Means: List Mining as a Method of Data Collection (2011) Journal of Empirical Research on Human Research Ethics: An International Journal, 6 (2), pp. 85-91 Hammersley, M., Atkinson, P., (1994) Etnografía, métodos de investigación, , Barcelona: Ediciones Paidos Iberica Harris, L., Rae, A., Social networks: the future of marketing for small business (2009) Journal of Business Strategy, 30 (5), pp. 24-31 Hine, C., (2003) Virtual Etnography, , Londres: Sage Kozinets, R., On Netnography: Initial Reflections on Consumer Research Investigations of Cyberculture (1998) Advances in Consumer Research, 25 (1), pp. 366-371 Kozinets, R., The field behind the screen: using netnography for marketing research in online communities (2002) Journal of marketing research, 39 (1), pp. 61-72 Kozinets, R., (2007) Brandthroposophy: A Marketing, Social Media, and Research Blog, , http://kozinets.net/archives/1, Professor Robert Kozinets on Marketing Research, Social Media, and Marketing Strategy Kozinets, R., (2010) Netnography: doing etnographic research online, , Londres: Sage Lofland, J., (1970) Interactionist imagery and analytic interruptus, , T. Shibutani, ed., Human Malinowski, B., (1973) Los argonautas del pacífico occidental, , Planeta-Agostini. Barcelona: Península. 19-42 Mason, J., (2002) Qualitative researching, , Londres: Sage Nature & Collectiv Beh: Essays in Honor of Herbert Blumer, pp. 35-45. , Prentice-Hall Páramo, D., Ethnomarketing, the cultural dimension of marketing (2005) Pensamiento y Gestión, 18, pp. 177-206. , Abril Pollner, M., Left of etnometodology: the rise and decline of radical reflexivity (1991) American Sociological Review, 56 (1), pp. 370-380 Ritzer, G., (2002) Teoría sociológica moderna, , Madrid: Mc Graw Hill Spiggle, S., Analysis and Interpretation of Qualitative Data in Consumer Research (1994) Journal of Consumer Research, 21 (3), pp. 491-503 Spradley, J., (1980) Participant observation, , New York: Holt, Rinehart & Winston Turpo, O., La netnografía: un método de investigación en internet (2008) Revista Iberoamericana de Educación, 47 (2), pp. 1-10 Rada, Á., (2006) La lógica de la investigación etnográfica, , Madrid: Editorial Trotta Velez, C., Hardy, R., La etnografía como un acercamiento interdisciplinario en el mercadeo: un nuevo intento (2009) Cuadernos de administración, 22 (38), pp. 101-119 Xun, J., Reynolds, J., Applying netnography to market research: The case of the online forum (2010) Journal of Targeting, Measurement and Analysis for Marketing, 18 (1), pp. 17-31
dc.rights.coar.fl_str_mv	http://purl.org/coar/access_right/c_16ec
rights_invalid_str_mv	http://purl.org/coar/access_right/c_16ec
dc.publisher.spa.fl_str_mv	Revista Espacios
dc.publisher.faculty.spa.fl_str_mv	Facultad de Ciencias Económicas y Administrativas
dc.source.spa.fl_str_mv	Scopus
institution	Universidad de Medellín
repository.name.fl_str_mv	Repositorio Institucional Universidad de Medellin
repository.mail.fl_str_mv	repositorio@udem.edu.co
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spelling	2017-12-19T19:36:44Z2017-12-19T19:36:44Z20177981015http://hdl.handle.net/11407/4281reponame:Repositorio Institucional Universidad de Medellíninstname:Universidad de MedellínThis article aims to describe the netnographic research process from an ethnographic research view. Thus, the ethnographic process literature from some authors proposals was analyzed in the light of understanding this qualitative research methodology. Moreover, it was described the netnographic process presented by recognized authors and lastly a model was proposed integrating relevant aspects from both positions: the ethnographic and netnographic. The two processes have similarities in general structure, however netnographic process tends to have a difficult to define the field of research and determine the amount of conversations to be analyzed. © 2017.spaRevista EspaciosFacultad de Ciencias Económicas y Administrativashttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85015148228&partnerID=40&md5=7d4daed6f7a9a678e472f53887b02858EspaciosArmstrong, A., Hegel, J., The Real Value of On-Line Communities (1996) Harvard Business Review, 74 (3), pp. 134-141Baztán, A.A., (1997) Etnografía, , Metodología cualitativa en la investigación sociocultural. México: Alfaomega Grupo Editor. 215(9)Belz, F.-M., Baumbach, W., Netnography as a Method of Lead User Identification (2010) Creativity and Innovation Management, 19 (4), pp. 304-313Bengry-Howell, A., Wiles, R., Nind, M., Crow, G., (2011) A Review of the Academic Impact of Three Methodological Innovations: Netnography, Child-Led Research and Creative Research Methods, pp. 1-37. , http://eprints.ncrm.ac.uk/1844, National Centre for Research. Economic and social research councilBowler, G.M., Netnography: A Method Specifically Designed to Study Cultures and Communities Online (2010) The Qualitative Report, 15 (5), pp. 1270-1275. , http://www.nova.edu/ssss/QR/QR15-5/kozinets.pdf, (N. S. University, Ed.)Casas-Romeo, A., Gázquez-Abad, J.C., Forgas-Coll, S., Huertas-García, R., La netnografía como herramienta de investigación en contextos on-line: una aplicación al análisis de la imagen de los servicios públicos de transporte. Innovar (2014) Revista de Ciencias Administrativas y Sociales, 24 (10), pp. 89-101Carcary, M., Evidence Analysis Using CAQDAS: Insights from a Qualitative Researcher (2009) The Electronic Journal of Business Research Methods, 9 (1), pp. 10-24Del Fresno, M., (2011) Netnografía, , Barcelona: UOCEdgerton, E., Lagness, R., (1977) Method and style in the study of the culture, , San Francisco: Chandler and SharpElgesem, D., What is special about the ethical issues in online research? (2002) Ethics and Information Technology, 4 (3), pp. 195-203Eric, A., Wallendorf, M., Market-oriented ethnography: Interpretation Building and marketing strategy formulation (1994) Journal of Marketing Research, 31 (1), pp. 484-504Frigolé, J., Narotzky, S., Contreras, J., Comes, P., Prat, J., (1983) Antropología, hoy, , Barcelona: Ed. Teide. 107-143Galeano, M., (2004) Estrategias de investigación social cualitativa, el giro de la mirada, , Medellín: La carreta editoresGeertz, C., (1973) La interpretación de las culturas, , Barcelona: GedisaGeertz, C., (1994) Conocimiento local: ensayos sobre la interpretación de las culturas, , Barcelona: PaidosGriggs, G., Ethnographic Study of Alternative Sports by Alternative Means: List Mining as a Method of Data Collection (2011) Journal of Empirical Research on Human Research Ethics: An International Journal, 6 (2), pp. 85-91Hammersley, M., Atkinson, P., (1994) Etnografía, métodos de investigación, , Barcelona: Ediciones Paidos IbericaHarris, L., Rae, A., Social networks: the future of marketing for small business (2009) Journal of Business Strategy, 30 (5), pp. 24-31Hine, C., (2003) Virtual Etnography, , Londres: SageKozinets, R., On Netnography: Initial Reflections on Consumer Research Investigations of Cyberculture (1998) Advances in Consumer Research, 25 (1), pp. 366-371Kozinets, R., The field behind the screen: using netnography for marketing research in online communities (2002) Journal of marketing research, 39 (1), pp. 61-72Kozinets, R., (2007) Brandthroposophy: A Marketing, Social Media, and Research Blog, , http://kozinets.net/archives/1, Professor Robert Kozinets on Marketing Research, Social Media, and Marketing StrategyKozinets, R., (2010) Netnography: doing etnographic research online, , Londres: SageLofland, J., (1970) Interactionist imagery and analytic interruptus, , T. Shibutani, ed., HumanMalinowski, B., (1973) Los argonautas del pacífico occidental, , Planeta-Agostini. Barcelona: Península. 19-42Mason, J., (2002) Qualitative researching, , Londres: SageNature & Collectiv Beh: Essays in Honor of Herbert Blumer, pp. 35-45. , Prentice-HallPáramo, D., Ethnomarketing, the cultural dimension of marketing (2005) Pensamiento y Gestión, 18, pp. 177-206. , AbrilPollner, M., Left of etnometodology: the rise and decline of radical reflexivity (1991) American Sociological Review, 56 (1), pp. 370-380Ritzer, G., (2002) Teoría sociológica moderna, , Madrid: Mc Graw HillSpiggle, S., Analysis and Interpretation of Qualitative Data in Consumer Research (1994) Journal of Consumer Research, 21 (3), pp. 491-503Spradley, J., (1980) Participant observation, , New York: Holt, Rinehart & WinstonTurpo, O., La netnografía: un método de investigación en internet (2008) Revista Iberoamericana de Educación, 47 (2), pp. 1-10Rada, Á., (2006) La lógica de la investigación etnográfica, , Madrid: Editorial TrottaVelez, C., Hardy, R., La etnografía como un acercamiento interdisciplinario en el mercadeo: un nuevo intento (2009) Cuadernos de administración, 22 (38), pp. 101-119Xun, J., Reynolds, J., Applying netnography to market research: The case of the online forum (2010) Journal of Targeting, Measurement and Analysis for Marketing, 18 (1), pp. 17-31ScopusNetnography, an etnographic model in the digital era [La netnografía, un modelo etnográfico en la era digital]Articleinfo:eu-repo/semantics/articlehttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1Sánchez Torres, W.CUniversidad de Malta, Malta, ESERP Business School, Universidad de Barcelona, Spain, Institución Universitaria Esumer, ColombiaOrtiz Rendón, P.AUniversidad Nacional de Colombia, Colombia, Universidad Pinar del Río de Cuba, Cuba, Universidad EAFIT, Colombia, Universidad de Medellín, Colombia, Facultad de Ciencias económicas y Administrativas, ColombiaSánchez Torres W.COrtiz Rendón P.A.Universidad de Malta, MaltaESERP Business School, Universidad de Barcelona, SpainInstitución Universitaria Esumer, ColombiaUniversidad Nacional de Colombia, ColombiaUniversidad Pinar del Río de Cuba, CubaUniversidad EAFIT, ColombiaUniversidad de Medellín, ColombiaFacultad de Ciencias económicas y Administrativas, ColombiaEtnographyNetnographic modelNetnographyOnline communitiesQualitative researchThis article aims to describe the netnographic research process from an ethnographic research view. Thus, the ethnographic process literature from some authors proposals was analyzed in the light of understanding this qualitative research methodology. Moreover, it was described the netnographic process presented by recognized authors and lastly a model was proposed integrating relevant aspects from both positions: the ethnographic and netnographic. The two processes have similarities in general structure, however netnographic process tends to have a difficult to define the field of research and determine the amount of conversations to be analyzed. © 2017.http://purl.org/coar/access_right/c_16ec11407/4281oai:repository.udem.edu.co:11407/42812020-05-27 16:30:02.087Repositorio Institucional Universidad de Medellinrepositorio@udem.edu.co

Netnography, an etnographic model in the digital era [La netnografía, un modelo etnográfico en la era digital]

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