Virtual ethnography

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    Saleh Ali

    Hi everyone,

    Could you please refer me to some articles where I can see practical guidelines and steps of conducting virtual ethnography.

    Thanx a lot

    Katie Metzler

    Hi Saleh,

    SAGE publishes two very useful books you should check out:

    Kozinets, Netnography

    Hine, Virtual Ethnography

    You should also search online, using Google Scholar, for articles published by both of these authors… for example

    Hope this is helpful!


    Katie Metzler

    Also, if you search in YouTube for ‘Kozinet’s Netnography’ you will find a number of videos where Rob explains the method and how to do it. 

    You could try this one?Not by Rob, but from University of Innsbruck and might be useful.

    Saleh Ali

    Thanx alot. This was great help.

    Indeed, I was wondering about the differences between netnography (virtual ethnography) and other qualitative methods such as grounded theory and thematic analysis.

    I now know that in the case of netnography, we try to go beyond the texts to the culture. More importantly, we need to have a level of interaction.

    Thanx alot

    Kozinets, R. V. (2010). Netnography: Doing ethnographic research online. London: Sage Publications. 
    Kozinets, R. V. (2006). Netnography. In V. Jupp (Ed.), The sage dictionary of social research methods (pp. 135). London: Sage 


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