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Netnography is the branch of ethnography that analyses the free behaviour of individuals on the Internet that uses online marketing research techniques to provide useful insights. The word “netnography” comes from “Inter()” and “ethnography” and was a process and term coined by Robert Kozinets. As a method, “netnography” can be faster, simpler, and less expensive than ethnography, and more naturalistic and unobtrusive than focus groups or interviews (Kozinets, 2009, del Fresno, 2011, del Fresno 2014). Netnography is similar to an ethnography in five ways: # It is naturalistic # It is immersive # It is descriptive # It is multi-method # It is adaptable It provides information on the symbolism, meaning, and consumption patterns of online consumer groups (Kozinets, 2010) or online communities consumption unrelated but online sociability based on the exchange of information (del Fresno, 2011). Netnography is focused on cultural, symbolic information insights. ==The basis for netnography== Consumers turn to computer-mediated communication for information on which to base lifestyle, product and brand choices. Besides perusing advertising and corporate websites, consumers are using virtual communities and other online social sharing formats to share ideas and contact fellow consumers who are seen as more objective information sources. The freely expressed opinion of individuals on the social web provides researchers with data coming from thousands of individuals behaving freely. It also allows researchers to keep record of these interactions, quantify changes over time, and perform insightful analysis using a variety of tools and methods. The study of communication patterns and content between/within these social groups on the Internet is one method of netnographic analysis. These social groups are popularly referred to as “virtual communities” (Rheingold 1993). However, as stated by Jones (1995), the term "virtual" might misleadingly imply that these communities are less “real” than physical communities. Yet as Kozinets (1998, p. 366) pointed out, “these social groups have a ‘real’ existence for their participants, and thus have consequential effects on many aspects of behaviour, including consumer behavior” (see also Muniz and O’Guinn 2001). Individuals participating in these "virtual communities" often share in-depth insight on themselves, their lifestyles, and the reasons behind the choices they make as consumers (brands, products etc.) The knowledge exchanged within these public communities is often commercially valuable, as it can help companies develop better marketing strategies, help identify industry trends or candidates for employment, or help product engineers improve their products. Not surprisingly, since these communities often include attempts to inform and influence fellow consumers about products and brands (Handaa 1999, Muniz and O’Guinn 2001), and since one major factor influencing positive brand equity for one brand over another is consumer advocacy (Almquist and Roberts, 2000), commercial firms are often very interested in determining the level and nature of conversation around their brands and products, and looking for methods to influence those conversations. # Like ethnography, netnography is natural, immersive, descriptive, multi-method, and adaptable. # Unique among social media methods, netnography seeks to generate cultural insights from contextualized data. # Netnography follows six overlapping steps: research planning, entrée, data collection, interpretation, ensuring ethical standards, and research representation. # Computationally assisted netnography adds the careful use of software tools to the protocols of the netnographic process in order to assist with data collection and analysis. Netnography offers a range of new insights for front end innovation, providing: # Holistic marketplace descriptions # Communicative and cultural comprehension # Embedded understanding of consumer choice # Naturalistic views of brand meaning # Discovery of consumer innovation # Mappings of sociocultural online space 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「netnography」の詳細全文を読む スポンサード リンク
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