A netnographic sensibility: developing the netnographic/social listening boundaries

Emma Reid, Katherine Duffy

Research output: Contribution to journalSpecial issuepeer-review

64 Citations (Scopus)
174 Downloads (Pure)


Netnography is constantly evolving as technologies and access to online data develop. Our paper outlines how large data sets of social media can be analysed through bridging the divide between the small, rich and contextually nuanced data that is the hallmark of netnography and the scope and scale of data made possible through social media listening conventions. We define this approach as netnographic sensibility and with the use of a short case study discuss the process through which social media data could be gathered, triangulated and analysed. We orientate the paper around two interrelated questions: investigating how netnographic insights can be extended using social media monitoring tools, and asking how this can be used to add richness and depth to understanding mass consumer realities. Our contribution complements the widely established methodological approach of netnography as we argue that netnography has the capacity and capability to embrace technological advances within the domain of social listening to add value for academic researchers.

Original languageEnglish
Pages (from-to)263-286
Number of pages24
JournalJournal of Marketing Management
Issue number3-4
Early online date22 Mar 2018
Publication statusE-pub ahead of print - 22 Mar 2018


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