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Netnography - Theory & How-To's

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Class Leadership Presentation: Netnography - Theory and How-To's

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  • I had a chance to give a small presentation about netnography in R.Kozinets' MBA class this week. I would just like to share my slides here too. http://www.slideshare.net/elpinchito/netnography-overview-and-how-to-schulich-school-of-business-mba-class-social-media-marketing-by-robert-kozinets
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  • For a case study on how a communal interest has started and taken-off and the lessons behind it, please go to: http://k9drift.tumblr.com/post/5555167903/case-study-ghost-of-modern-warfare-2
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  • For my netnography on understanding Social Media Marketing Consultants: http://www.slideshare.net/TonyYu2/social-media-analytics-marketing-strategies-and-tactics
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Netnography - Theory & How-To's

  1. 1. http://k9drift.tumblr.com/ Netnography - An Overview of online ethnographic research Tony Dong Yung Yu
  2. 2. Netnography <ul><li>“ A type of online or internet, ethnography; Netnography provides guidelines for the adaptation of participant-observation procedures to the contingencies of online community and culture that manifest through computer-mediated communications. “ - (Kozinets, 2010) </li></ul>Quantitative Metrics Qualitative Research <ul><li>Anthropologists </li></ul><ul><li>Netnography </li></ul><ul><li>CPM </li></ul><ul><li>Reach </li></ul>
  3. 3. When to use which?
  4. 4. Blended <ul><li>Have both online and in-person interaction and data collection  Blended Ethnography/Netnography </li></ul>Pure Ethnography Pure Netnography (Kozinets, 2010)
  5. 5. Netnographic Research (Kozinets, 2010)
  6. 6. Planning (Kozinets, 2010)
  7. 7. Planning <ul><li>Define Research Topics & Questions </li></ul><ul><li>Select appropriate research sites </li></ul><ul><li>Preparation for Entry (ask “how”): </li></ul><ul><ul><li>Ethics </li></ul></ul><ul><ul><li>Data collection/recording </li></ul></ul><ul><ul><li>Familiarization </li></ul></ul><ul><ul><li>Observation (guidelines) </li></ul></ul><ul><ul><li>For more: http://k9drift.tumblr.com/ </li></ul></ul>To experience online social interaction in the same way as the participants (Kozinets, 2010)
  8. 8. Ethical Netnography <ul><li>Identify and Explain yourself </li></ul><ul><li>Ask for permission </li></ul><ul><li>Consult with experts </li></ul><ul><li>Informed Consent </li></ul><ul><li>Citation, cloaking, crediting </li></ul>(Kozinets, 2010)
  9. 9. Entrée (Kozinets, 2010)
  10. 10. Entrée <ul><li>Act like a new MEMBER </li></ul><ul><ul><li>(not a researcher) </li></ul></ul><ul><li>Start contributing </li></ul><ul><li>Be creative and interesting </li></ul>(Kozinets, 2010)
  11. 11. My Entrée – Online motorcycle community <ul><li>Identify self and purpose </li></ul><ul><li>Giving before Taking </li></ul><ul><li>Contributing to community </li></ul>
  12. 12. Data Collection (Kozinets, 2010)
  13. 13. Data Collection <ul><li>3 types of data to collect </li></ul><ul><ul><li>Archive </li></ul></ul><ul><ul><ul><li>data without researchers involvement </li></ul></ul></ul><ul><ul><li>Elicited </li></ul></ul><ul><ul><ul><li>co-created by researchers & members </li></ul></ul></ul><ul><ul><li>Fieldnotes </li></ul></ul><ul><ul><ul><li>observational and reflective notes </li></ul></ul></ul><ul><li>Computer Assisted Qualitative Data Analysis Software </li></ul><ul><ul><li>Amount of data </li></ul></ul><ul><ul><li>Project organization </li></ul></ul><ul><ul><li>Sample list of vendors: http://k9drift.tumblr.com/ </li></ul></ul>(Kozinets, 2010) be organized!
  14. 14. Example- Elicitation
  15. 15. Data Analysis (Kozinets, 2010)
  16. 16. Data Analysis <ul><li>Analytical Coding </li></ul>Explanation of consistency in data (Kozinets, 2010)
  17. 17. Data Analysis <ul><li>Hermeneutic Analysis – </li></ul><ul><ul><ul><li>uses Analytical Coding as starting point </li></ul></ul></ul>develops helps to understand Constant Refinement - Rich global insight of community/culture (Kozinets, 2010) Global meaning Individual elements
  18. 18. Example – Archived Data
  19. 19. Evaluation (Kozinets, 2010)
  20. 20. Representation & Evaluation <ul><li>Netnography Criteria </li></ul>Coherence Rigour Literacy Groundedness Innovation Resonance Verisimilitude Reflexibility Praxis Intermix (Kozinets, 2010) http://k9drift.tumblr.com/
  21. 21. Thank you <ul><li>Robert V. Kozinets, Netnography – Doing Ethnographic Research Online, [London: Sage, 2010] </li></ul><ul><li>Blog: http://k9drift.tumblr.com/ </li></ul><ul><li>Practice, Practice and Practice </li></ul>
  22. 22. Questions <ul><li>Ethical concerns? </li></ul><ul><li>False Identity concerns? </li></ul><ul><li>My netnography experiment? </li></ul>

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