Skip to main content
SpringerLink
Log in

Netnographie

  • Chapter
Qualitative Marktforschung

Zusammenfassung

Netnographie ist eine interpretative Methode, die in Anlehnung an Prinzipien der Ethnographie zur Erforschung von Verbraucherverhalten in Konsum(sub)kulturen und – gemeinschaften auf dem Internet entwickelt wurde. Damit spiegelt sie die Möglichkeiten und Herausforderungen für Forschung im digitalen Zeitalter wider (Stempel/Stewart 2000). Netnographie ist im Wesentlichen eine schriftliche Dokumentation von Feldarbeit, deren Daten auf online, computervermittelter oder internetbasierter Kommunikation beruhen. Die Datenerhebung besteht aus den Notizen des Forschers bzw. der Forscherin, häufig kombiniert mit Artefakten der Subkultur oder Gemeinschaft. Die Daten sind daher hauptsächlich textlich, z.B. heruntergeladene Dokumente von News-Gruppen, Transkripte von MUDs (multi-user dungeons) oder IRC (internet relay chat) „Sitzungen“ und E-Mails.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 69.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 99.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Literatur

  • Askegaard, Søren/Gertsen, Martine C./Langer, Roy (2002): The Body Consumed: Reflexivity and Cosmetic Surgery. In: Psychology&Marketing, vol. 19, no. 10, 793–812.

    Google Scholar 

  • Beaven, Zuleika/Laws, Chantal (2007): ‘Never Let Me Down Again’: Loyal Customer Attitudes towards Ticket Distribution Channels for Live Music Events: A Netnographic Exploration of the US Leg of the Depeche Mode 2005-2006 World Tour. In: Managing Leisure, vol. 12, no. 2/3, 120–142.

    Article  Google Scholar 

  • Blanchard, Anita/Horan, Tom (1998): Virtual Communities and Social Capital. In: Social Science Computer Review, vol. 16, no. 3, 293–307.

    Article  Google Scholar 

  • Brown, Stephen/Kozinets, Robert V./Sherry Jr., John F. (2003): Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning. In: Journal of Marketing, vol. 67, 19–33.

    Article  Google Scholar 

  • Correll, Shelley (1995): The Ethnography of an Electronic Bar: The Lesbian Café. In: Journal of Contemporary Ethnography, vol. 24, no. 3, 270–298.

    Article  Google Scholar 

  • Cova, Bernard/Pace, Stefano (2006): Brand Community of Convenience Products: New Forms of Customer Empowerment - the case “my Nutella The Community”. In: European Journal of Marketing, vol. 40, no. 9/10, 1087–1105.

    Article  Google Scholar 

  • Geertz, Clifford (1973): The Interpretation of Cultures. Basic Books, New York (NY).

    Google Scholar 

  • Fairclough, Norman (1995): Critical Discourse Analysis: The Critical Study of Language. Longman, London.

    Google Scholar 

  • Fischer, Eileen/Bristor, Julia/Gainer, Brenda (1996): Creating or Escaping Community? An Exploratory Study of Internet Consumers' Behaviors. In: Advances in Consumer Research, vol. 23. Provo, UT, 178–182.

    Google Scholar 

  • Foucault, Michel (1969): L' archólogie du Savoir. Gallimard, Paris.

    Google Scholar 

  • Hagel III, John/Armstrong, Arthur G. (1997): Net Gain: Expanding Markets through Virtual Communities. Harvard Business School Press, Cambridge, MA.

    Google Scholar 

  • Hair, Niel/Clark, Moira (2007): The Ethical Dilemmas and Challenges of Ethnographic Research in Electronic Communities. In: International Journal of Market Research, vol. 49, no. 6, 781–800.

    Google Scholar 

  • Hamman, Robin (1997): The Application of Ethnographic Methodology in the Study of Cybersex. In: Cybersociology, www.socio.demon.co.uk/magazine/1/plummer.html, 04/06/2006.

  • Hewer, Paul/Brownlie, Douglas (2007): Cultures of Consumption of Car Aficionados: Aesthetics and Consumption Communities. In: International Journal of Sociology and Social Policy, vol. 27, no. 3/4, 106–119.

    Article  Google Scholar 

  • Kozinets, Robert V. (1997): I Want to Believe: A Netnography of the X-Philes' Subculture of Consumption. In: Advances in Consumer Research, vol. 24. Provo, UT, 470–475.

    Google Scholar 

  • Kozinets, Robert V. (1998): On Netnography: Initial Reflections on Consumer Research Investigations of Cyberculture. In: Advances in Consumer Research, vol. 25. Provo, UT, 366–371.

    Google Scholar 

  • Kozinets, Robert V. (1999): E-Tribalized Marketing? The Strategic Implications of Virtual Communities of Consumption. In: European Management Journal, vol. 17, no. 3, 252–264.

    Article  Google Scholar 

  • Kozinets, Robert V. (2001): Utopian Enterprise: Articulating the Meanings of Star Trek's Culture of Consumption. In: Journal of Consumer Research, vol. 28, 67–88.

    Article  Google Scholar 

  • Kozinets, Robert V. (2002): The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities. In: Journal of Marketing Research, vol. XXXIV, 61–72.

    Article  Google Scholar 

  • Kozinets, Robert V. (2006): Click to Connect: Netnography and Tribal Advertising. In: Journal of Advertising Research, vol. 46, no. 3, 279–288.

    Article  Google Scholar 

  • Kozinets, Robert V. (2007): Netnography 2.0. In: Belk, Russell W. (ed.): Handbook of Qualitative Research Methods in Marketing. Edward Elgar Publishing, 129–142.

    Google Scholar 

  • Krippendorf, Klaus (1980): Content Analysis. An Introduction to its Methodology. Sage, Beverly Hills, CA.

    Google Scholar 

  • Laclau, Ernesto/Mouffe, Chantal (1985): Hegemony and Socialist Strategy: Towards a Radical Democratic Politics. Verso, London.

    Google Scholar 

  • Langer, Roy (2002): Talk on TV: Sequentiality Meets Intertextuality and Interdiscursivity. In: Fetzer, Anita/Meierkord, Christiane (eds.): Rethinking Sequentiality. John Benjamins Publishing Company, Amsterdam, 181–206.

    Google Scholar 

  • Langer, Roy (2003a): Sharpening the Knife: Consumers' Fleshing out Plastic Surgeons in Internet Discussion Group. In: Saren, Michael (ed.): Proceedings of the 32rd EMAC-Symposium: Marketing Responsible and Relevant?, Glasgow, May 20th-23rd, 2003.

    Google Scholar 

  • Langer, Roy (2003b): Zur Darstellung Deutschlands in dänischen Medien – eine Mediendiskurs - analyse. Deutscher Universitäts verlag, Wiesbaden.

    Google Scholar 

  • Langer, Roy/Beckmann, Suzanne C. (2005): Sensitive Research Topics: Netnography Revisited. In: Qualitative Market Research, vol. 8, no. 2, 189–203.

    Article  Google Scholar 

  • Lee, Nick/Broderick, Amanda J. (2007): The Past, Present and Future of Observational Research in Marketing. In: Qualitative Market Research: An International Journal, vol. 10, no. 2, 121–129.

    Article  Google Scholar 

  • Levy, Sidney (2001): The Psychology of an Online Shopping Pioneer. In: Advances in Consumer Research, vol. 28. Provo, UT, 222–226.

    Google Scholar 

  • Maclaran, Pauline/Catterall, Miriam (2002): Researching the Social Web: Marketing Information from Virtual Communities. In: Marketing Intelligence & Planning, vol. 20, no. 6, 319–326.

    Article  Google Scholar 

  • Maignan, Isabelle/Lukas, Bryan A. (1997): The Nature and Social Uses of the Internet: A Qualitative Investigation. In: The Journal of Consumer Affairs, vol. 31, no. 2, 346–371.

    Article  Google Scholar 

  • Maulana, Amalia E./Eckhardt, Giana M. (2007): Just Friends, Good Acquaintances or Soul Mates? An Exploration of Web Site Connectedness. In: Qualitative Market Research: An International Journal, vol. 10, no. 3, 227–242.

    Article  Google Scholar 

  • Muñiz Jr., Albert M./O'Guinn, Thomas (2001): Brand Community. In: Journal of Consumer Research, vol. 27(4), 412–433.

    Article  Google Scholar 

  • Muñiz Jr., Albert M./Schau, Hope Jensen (2005): Religiosity in the Abandoned Apple Newton Brand Community. In: Journal of Consumer Research, vol. 31, 737–747.

    Article  Google Scholar 

  • Muñiz Jr., Albert M./Schau, Hope Jensen (2007): Vigilante Marketing and Consumer-created Communications. In: Journal of Advertising, vol. 36, no. 3, 35–50.

    Article  Google Scholar 

  • Nelson, Michelle R./Otnes, Celes C. (2005): Exploring Cross-Cultural Ambivalence: A Netnography of Intercultural Wedding Message Boards. In: Journal of Business Research, vol. 58, 89–95.

    Article  Google Scholar 

  • Nicovich, Stef/Cornwell, T. Bettina (1998): An Internet Culture? Implications for Marketing. In: Journal of Interactive Marketing, vol. 12, no. 4, 22–33.

    Article  Google Scholar 

  • Paccagnella, Luciano (1997): Getting the Seats of Your Pants Dirty: Strategies for Ethnographic Research on Virtual Communities. In: Journal of Computer-Mediated Communication (online), vol. 3, no. 1, visited 06/07/2006.

    Google Scholar 

  • Pires, Guilherme/Stanton, John/Cheek, Bruce (2003): Identifying and Reaching an Ethnic Market: Methodological Issues. In: Qualitative Market Research, vol. 6, no. 4, 224–235.

    Article  Google Scholar 

  • Sandlin, Jennifer A. (2007): Netnography as a Consumer Education Research Tool. In: International Journal of Consumer Studies, vol. 31, no. 3, 288–294.

    Article  Google Scholar 

  • Schau, Hope Jensen/Gilly, Mary C. (2003): We are What We Post? Self-Presentation in Personal Web Space. In: Journal of Consumer Research, vol. 30, 385–404.

    Article  Google Scholar 

  • Shoham, Aviv (2004). Flow Experiences and Image Making: Online Chat-Room Ethnography. In: Psychology&Marketing, vol. 21, no. 10, 855–882.

    Google Scholar 

  • Stempel III, Guido H./Stewart, Robert K. (2000): The Internet Provides Both Opportunities and Challenges for Mass Communication Researchers. In: Journalism and Mass Communication Quarterly, vol. 77, no. 3, 541–548.

    Google Scholar 

  • Sudweeks, Fay/Rafaeli, Sheizaf (1996): How Do You Get a Hundred Strangers to Agree? Computer-Mediated Communication and Collaboration. In: Harrison, T. M./Stephen, T. D. (eds.): Computer Networking and Scholarly Communication in the Twenty-First Century. State University of New York Press, New York, 115–136.

    Google Scholar 

  • Tambyah, Siok Kuan (1996): Life on The Net: The Reconstruction of Self and Community. In: Advances in Consumer Research, vol. 23. Provo, UT, 172–177.

    Google Scholar 

  • van Dijk, Teun A. (1985): Discourse and Communication. New Approaches to the Analysis of Mass Communication. Walter de Gruyter, Berlin.

    Google Scholar 

  • Walther, Joseph B. (1992): Interpersonal Effects in Computer-Mediated Interaction. A Relational Perspective. In: Communication Research, vol. 19, no. 1, 52–90.

    Article  Google Scholar 

  • Wodak, Ruth (1996): Disorders of Discourse. Longman, London.

    Google Scholar 

Download references

Authors
  1. Suzanne C. Beckmann
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Roy Langer
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Institut für Handel und Marketing , der Wirtschaftsuniversität Wien, Wien

    Renate Buber (lehrt und forscht) (lehrt und forscht)

  2. Universität Dortmund, Dortmund

    Hartmut H. Holzmüller (Inhaber des Lehrstuhls für Marketing) (Inhaber des Lehrstuhls für Marketing)

Rights and permissions

Reprints and permissions

Copyright information

© 2009 Gabler | GWV Fachverlage GmbH

About this chapter

Cite this chapter

Beckmann, S.C., Langer, R. (2009). Netnographie. In: Buber, R., Holzmüller, H.H. (eds) Qualitative Marktforschung. Gabler. https://doi.org/10.1007/978-3-8349-9441-7_14

Download citation

Publish with us

Policies and ethics

Search

Navigation