Netnography as a consumer education research tool

Article Abstract:

'Netnography' is a research methodology in use since the late 1990s in the fields of consumer behaviour and marketing, but not fully utilized by researchers in the field of consumer education.

This article argues that netnography is a helpful research tool for consumer education researchers who are interested in capturing and critically examining the education and learning occurring in informal sites of consumer education, especially in online communities. This article also presents an example of recent research conducted using netnography to understand how readers of the informal consumer education lifestyle magazine Budget Living created their own interpretations of meaning from the magazine.

International Journal of Consumer Studies
Volume 31 Issue 3, Pages 288 - 294
Published Online: 31 Aug 2006
© 2009 Blackwell Publishing Ltd

Jennifer A. Sandlin Department of Educational Administration and Human Resource Development, College of Education and Human Development, Texas A&M University, College Station, TX, USA

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