+10 Netnography Articles (some of them 100% free)




The Field Site as a Network: A Strategy for Locating Ethnographic Research
Field Methods, Vol. 21, No. 2. (1 May 2009), pp. 181-199.
by Jenna Burrell


The Virtual Ethnographer: Fieldwork in Distributed Electronic Environments
Field Methods, Vol. 12, No. 1. (1 February 2000), pp. 3-17.
by Karen Ruhleder

Beyond groups: seven pillars of peopled ethnography in organizations and communities
Qualitative Research, Vol. 8, No. 5. (1 November 2008), pp. 547-567.
by Japonica Brown-Saracino, Jessica Thurk, Gary A. Fine

Exploring cross-cultural ambivalence: a netnography of intercultural wedding message boards
Journal of Business Research, Vol. 58, No. 1. (January 2005), pp. 89-95.
by M. Nelson

Using Lexical Semantic Analysis to Derive Online Brand Positions: An Application to Retail Marketing Research
Journal of Retailing (11 April 2009)
by Praveen Aggarwal, Rajiv Vaidyanathan, Alladi Venkatesh

How e-communities extend the concept of exchange in marketing: An application of the motivation, opportunity, ability (MOA) theory
Marketing Theory, Vol. 5, No. 1. (1 March 2005), pp. 33-49.
by Thomas W. Gruen, Talai Osmonbekov, Andrew J. Czaplewski

Learning and Knowledge-building in Open-source Communities: A Social-experiential Approach
Management Learning, Vol. 37, No. 2. (1 June 2006), pp. 187-214.
by Andrea Hemetsberger, Christian Reinhardt

Digital Ethnography: An Examination of the Use of New Technologies for Social Research
Sociology, Vol. 42, No. 5. (1 October 2008), pp. 837-855.
by Dhiraj Murthy

Ethnographic Approaches to the Internet and Computer-Mediated Communication
Journal of Contemporary Ethnography, Vol. 38, No. 1. (1 February 2009), pp. 52-84.
by Angela C. Garcia, Alecea I. Standlee, Jennifer Bechkoff, Yan Cui

Connecting in Megaclasses: The Netnographic Advantage
Journal of Marketing Education, Vol. 29, No. 1. (1 April 2007), pp. 69-84.
by Norman J. O'Reilly, Ryan Rahinel, Mary K. Foster, Mark Patterson

The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing
Journal of Macromarketing, Vol. 28, No. 4. (1 December 2008), pp. 339-354.
by Robert V. Kozinets, Andrea Hemetsberger, Hope J. Schau

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