SDFA Communications

  Netnography is the aspect of ethnography that analysis the free behavior of individuals on the intertnet with the use of online marketing research techniques to provide useful insights. (Douglas Karr 2020). Netnography compiles and analyzes data on free social behavior of individuals on the Internet. The key is that these data are collected when consumers act freely, as opposed to research surveys in which consumers sometimes respond in order to avoid embarrassment or please the surveyor. Netnography is an Internet, or a technological network, of ethnography. Netnography is an ethnography adapted to the complexities of our modern, technologically mediated social world. (Kozinets, n.d.) The approach of Netnography is what makes it different from other research methods like focus groups, surveys, CRM data models etc. Netnography is more focused on cultural insights. Netnography treats online communications not as content but consider it as social interactions, as embedded expre...