Netnography Evolving: Reflections on an Expanding Approach" by Robert V. Kozinets and "Netnography Applied: Types and Cases" by Ulrike Gretzel

 

Giovedì 31 October 2024

15:00 - 17:00

Aula Ovale, Dipartimento di Scienze Sociali, Vico Monte della Pietà 1, Napoli. 

 

Netnography is a form of qualitative research that seeks to understand the experiences that are reflected within the cultural practices associated with social media. It involves participant-observational research incorporating different data collection methods and techniques. In contrast to traditional ethnographic fieldwork, which contemplates the physical presence of the researcher, netnography problematises and seeks to overcome this aspect of data collection. A significant amount of the data analysed by netnographers originates in the digital traces of naturally occurring public conversations on communication networks. Compared to other forms of data collection, netnography is generally less obtrusive, more naturalistic and less costly, generating important insights into the interactions and characteristics of online communities and their members.

 

 

Speakers:

 

Robert V. Kozinets is an innovator whose methods and theories are widely used by researchers and organisations around the world. In 1995, he invented netnography, an application of ethnographic methods to the understanding of digital interaction. Since that time, he has taught digital research methods combined with marketing and branding theories, practices, and ethics to academics as well as to companies, such as American Express, L'Oréal, Sony, Merck, Nissan, TD Bank, Campbell Soup, and many others. His work seeks to understand the rapidly moving and intertwining worlds of technology and culture and the networks, institutions, myths, and algorithms that influence them.

 

Ulrike Gretzel is a Senior Fellow at the USC Center for Public Relations at the University of Southern California, USA. She received her PhD in Communications from the University of Illinois at Urbana-Champaign, USA and holds a Master's degree in International Business from the Vienna University of Economics and Business. Her research interests focus on persuasion in human-computer interaction, the perceived credibility of online information, the adoption and use of emerging technologies in tourism contexts, and the structure and outcomes of technology-mediated tourism experiences.