Netnographic Slog

Abstract

Active, participatory netnography, in contrast to passive netnography, is essential if researchers are to gain rich rewards from the rigorous collection of qualitative data. However, researchers should be aware of the 'netnographic slog'; "the blood, sweat and tears" associated with eliciting quality data and encouraging active participation in online communities. This article examines the-Supporting Nutrition for Australian Childcare (SNAC)-online community of practice, established to support healthy eating practices in early childhood education and care settings. To ensure research rigour, Kozinets' netnographic steps were employed. Garnering member participation in this online community was a slog; most community content was contributed by few members, although accessed by many. The success (and failure) of the creative elicitation strategies implemented by the researchers to promote participation are discussed, and examples provided that could be used by other netnographers in online communities. A key consideration, however, appears to be the waning success of web-based discussion boards as an effective platform. Future netnographers should carefully consider the effort required to attract new community members and encourage participation. While SNAC is a unique resource, presenting an ideal platform to launch further initiatives, other more effective social media platforms that can support healthy eating in this key setting should be considered. If participatory netnography is to be successful, budding netnographers must be prepared to invest the blood, sweat and tears required to nurture emerging communities of practice. Keywords netnography, action research, community-based research, ethnography, methods in qualitative inquiry What Is Already Known? Active netnography is an immersive research method used to cocreate rich data in and about online communities. When undertaking an active netnographic study, it is important to follow the netnographic processes developed by Kozinets (2010) to ensure and demonstrate research rigor. In online communities, typically a small number of members create the content that is accessed by the majority.

The philosophical and methodological guidelines for ethical online ethnography

“…It is often unsurprising to find relationships with key members as easily re-established and this suggests in part a successful outcome of previous research. Another exit strategy could be conducting exit interviews with the key members of the community to learn about their reflections of the findings (Wallace, Costello, & Devine, 2018).…”

Peer-to-Peer Health Communication in Older Adults’ Online Communities: Protocol for a Qualitative Netnographic Study and Co-Design Approach

“…A passive researcher role was deemed most appropriate for the exploratory phase of the research because of its emphasis on exploring the aspects of generating an understanding of online cultures, knowledge exchange, peer interaction, and learning to inform knowledge translation and co-design of digital solutions. Nonparticipatory (passive) netnographic approaches have been criticized because of concerns regarding privacy and the lack of opportunity for researchers to conduct their research in ways that directly contribute value to online communities [ 66 , 67 ]. To overcome this limitation, we will record our personal reactions as reflexive field notes while continuing to gain familiarity with the language and practices of the online forum, seeking further stakeholder input in the next phase of the study to clarify understandings or meaning and to contextualize the research findings to the areas of application.…”

Sharing is Caring: A Study of Food-Sharing Practices in Australian Early Childhood Education and Care Services

“…Thus, the goals of the entrée stage-to build trust, rapport and acceptance within the new community-were essential to ensure appropriate audiences were targeted, enabling the co-creation of a culture attractive to intended participants [41]. Unique elicitation strategies, e.g., using professionally generated content to create a website attractive to new members and creating an impression of an active and successful website, were employed to drive participation and build the critical mass required to ensure community success [42].…”

“…In keeping with the netnographic methodology underpinning the broader SNAC study, the posting of questions and articles on the discussion boards occurred organically-that is, in response to events occurring in the ECEC space, or by queries made by the SNAC members themselves, thus assuring the co-creation of content [42].…”