A netnographic sensibility: developing the netnographic/social listening boundaries

Emma Reid, Katherine Duffy

Research output: Contribution to journalSpecial issue

Abstract

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.

LanguageEnglish
JournalJournal of Marketing Management
Early online date22 Mar 2018
DOIs
StateE-pub ahead of print - 22 Mar 2018

Fingerprint

Social media
Netnography
Technological advances
Monitoring

Cite this

@article{c45301c0037743c3a2bf72de46a6ad9b,
title = "A netnographic sensibility: developing the netnographic/social listening boundaries",
abstract = "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.",
author = "Emma Reid and Katherine Duffy",
year = "2018",
month = "3",
day = "22",
doi = "10.1080/0267257X.2018.1450282",
language = "English",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Taylor & Francis",

}

A netnographic sensibility : developing the netnographic/social listening boundaries. / Reid, Emma; Duffy, Katherine .

In: Journal of Marketing Management, 22.03.2018.

Research output: Contribution to journalSpecial issue

TY - JOUR

T1 - A netnographic sensibility

T2 - Journal of Marketing Management

AU - Reid,Emma

AU - Duffy,Katherine

PY - 2018/3/22

Y1 - 2018/3/22

N2 - 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.

AB - 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.

U2 - 10.1080/0267257X.2018.1450282

DO - 10.1080/0267257X.2018.1450282

M3 - Special issue

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

ER -