2022
DOI: 10.18267/j.cebr.303
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Use of Netnography in Contemporary Marketing Research

Abstract: Netnography, an online qualitative research method that evolved from ethnography, previously typically used in anthropology, is experiencing its boom in contemporary marketing research worldwide. It helps to answer research questions about a variety of topics, and it is used in many different ways. Therefore, each netnographic study is unique, not only contentwise but also in terms of the approach to the use of the method. In the presented paper, the case study research method was applied to aim at the identif… Show more

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