Articlebronze2018

Evolving netnography: how brand auto-netnography, a netnographic sensibility, and more-than-human netnography can transform your research

Robert V. Kozinets · Daiane Scaraboto · Marie‐Agnès Parmentier

145 citations0/0 files storedJournal of Marketing Management

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Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification Focus Groups and Qualitative Methods

Abstract

The basis of netnography is rather simple. It is grounded by the principle that the perspective of an embodied, temporally, historically and culturally situated human being with anthropological tra...

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References

2003Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning 2016The Stack: On Software and Sovereignty 2014Interpretive Autoethnography 2015Netnography 2015Autoethnography: Understanding Qualitative Research 2016Evocative Autoethnography 2010Creating Autoethnographies 2017Autoethnography: Process, Product, and Possibility for Critical Social Research

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2022Insights into the Lived Experience of Misfits at Work: A Netnographic Study 2022Exploring the (un)changing nature of cultural intermediaries in digitalised markets: insights from independent music 2023Investigating consumer perceptions of brand inauthenticity in a narrative brand ending

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