The Field behind the Screen: Using Netnography for Marketing Research in Online Communities

By Robert Kozinets. 2002

3,832 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/22a074b93054e848ab18f4b93855cb373f43fbf8

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Citations in the corpus

The Effects of Online Incivility and Consumer-to-Consumer Interactional Justice on Complainants, Observers, and Service Providers during Social Media Service Recovery (2018, methodology): “Netnography (Kozinets 2002) was utilized in Study 1 due to the lack of research on online incivility during service recovery situations on CSM channels.”
Virtual communities: A marketing perspective (2009, methodology): “It is increasingly recognized, among researchers and marketing practitioners alike, that online communities organized around marketrelated topics form apt research sites [16,30,43,50,51,53,57,64,65,89,95].”
Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site (2009, neutral): “Kozinets (2002) has developed a new approach to collecting and interpreting data obtained from consumers’ discussions in online forums.”
Grief, commiseration, and consumption following the death of a celebrity (2012, methodology): “A netnography approach was employed, which allows researchers to observe online interactions in publicly available web forums and study behaviours in this context (Kozinets, 2002).”
Word of mouth communication within online communities: Conceptualizing the online social network (2007, background): “…brand communities, such as the Harley Owners Group (Schouten & McAlexander, 1995), Star Wars fans (Brown, Kozinets, & Sherry, 2003) and even coffee (Kozinets, 2002) has shown that the value gained by the members stems not from the brand itself, but from the social links formed as a result of using…”
The early bird catches the news: Nine things you should know about micro-blogging (2011, background): “(Kozinets, 2002)–—to the next level.”
Experience Marketing: Concepts, Frameworks and Consumer Insights (2011, methodology): “In addition to existing interpretive methodologies, new methods such as online ethnography (referred to as “netnography”) have been employed in this research (Kozinets, 2002).”
An empirical investigation into e‐shopping excitement: antecedents and effects (2009, background): “Kozinets (2002) defines types of virtual communities from their primary group focus and social structure, where loyalty and heavier usage of products and services could be developed and hence, reinforced in consumption.”
Consumer responses to functional, aesthetic and symbolic product design in online reviews (2017, methodology): “Second, this research is based on online review data linked to actual consumer purchases and obtained in an unobtrusive setting, in which genuine consumer emotions, reactions, and intentions can be observed without manipulation (Kozinets, 2002).”