“…In the beginning, it was mostly sociology (Kozinets, 1997(Kozinets, , 1998 psychology (Kozinets, 2002;Nelson & Otnes, 2005), both somehow often applied to business. Later political science (Tsandzana, 2019), computer science (Del Vecchio et al, 2020), even medicine (Jokipalo & Khudayarov, 2021), or nutrition and health management (Schier & Linsenmeyer, 2019). In the field of business, there had been multiple fields that had used netnography as a tool to gain more knowledge about the market, consumers, or customers: tourism industry (Tavakoli & Mura, 2018;Thanh & Kirova, 2018), the fashion industry (Xharavina, Kapoulas, & Miaoulis, 2020), telecommunication industry (Bhattacharyya & Dash, 2020), celebrity marketing (Logan, 2015), political marketing (Mahestu & Sumbogo, 2020) even helping to solve issues in brand management (Schembri & Latimer, 2016), customer relationship management (Bhattacharyya & Dash, 2020), public relations (Toledano, 2017), consumer behaviour (Wei et al, 2011;Hua et al, 2020) and so many other areas and fields.…”