Embedded netnography: building bridges by connecting digital and physical worlds

Research output: Contribution to conferencePaperpeer-review

Abstract

The purpose of the paper is to make a methodological contribution by introducing embedded netnography. In doing so we emphasize the strength of netnography in connecting digital and physical worlds and highlight the dynamics between online and offline data. The context for our research is the zero waste movement which was initiated by Bea Johnson, a blogger, author and minimalist (Erdös, 2019). Our research builds on a systematic literature review of consumer movements. This literature stream has been strongly influenced by Kozinets and Handelman’s (2004) paper on consumer movements. Therefore, consumer movement researchers have been applying netnographic methods almost since the introduction of netnography (Kozinets, 1997, 1998, 2002). More than two decades later, netnographic methods have evolved significantly and are established in diverse academic fields (Kozinets, 2019, 2023), as well as in the reviewed literature. Our literature review confirms Kozinets’ (2020) observation that netnographic work is mostly combined with other qualitative data sources. However, published articles do not discuss dynamics between data from digital and physical sites, a gap this paper aims to fill.
Original languageEnglish
Pages1-5
Number of pages5
Publication statusPublished - 28 Jul 2023
EventNETNOCON: International Netnography Conference - MediaCityUK, Manchester, United Kingdom
Duration: 26 Jul 202328 Jul 2023

Conference

ConferenceNETNOCON: International Netnography Conference
Country/TerritoryUnited Kingdom
CityManchester
Period26/07/2328/07/23

Keywords

  • embedded netnography
  • zero waste consumer movement
  • researcher reflexivity
  • contextual embeddedness
  • dynamics between online and offline data

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