Cyber-Diaspora Flashcards
1
Q
What is nethnography?
A
Netnography is the branch of ethnography that analyses the free behaviour of individuals on the Internet that uses online marketing research techniques to provide useful insights. The word “netnography” comes from “Inter[net]” and “ethnography” and was a process and term coined by Robert Kozinets.
2
Q
What is the goal of nethnography?
A
It provides information on the symbolism, meaning, and consumption patterns of online consumer groups (Kozinets, 2010) or online communities consumption unrelated but online sociability based on the exchange of information (del Fresno, 2011
