The Field behind the Screen: Using Netnography for Marketing Research in Online Communities

Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61–72. https://doi.org/10.1509/jmkr.39.1.61.18935

Related posts:

Netnography: Doing Ethnographic Research Online Netnography: Range of Practices, Misperceptions, and Missed Opportunities Online Field Experiments: A Selective Survey of Methods What is Special about the Ethical Issues in Online Research? Ethical Issues of Online Communication Research