Book contents
- The Cambridge Handbook of Consumer Psychology
- Cambridge Handbooks in Psychology
- The Cambridge Handbook of Consumer Psychology
- Copyright page
- Contents
- Figures
- Tables
- Contributors
- Introduction
- 1 Consumer Psychology of Individuals
- 2 Consumer Psychology of Groups and Society
- 3 Methods for Understanding Consumer Psychology
- 19 Field Experimentation in Consumer Research
- 20 MTurk and Online Panel Research
- 21 Meta-analysis: Assessing Heterogeneity Using Traditional and Contemporary Approaches
- 22 Netnography for Consumer Psychologists
- 23 A Recipe for Honest Consumer Research
- Index
- References
22 - Netnography for Consumer Psychologists
from 3 - Methods for Understanding Consumer Psychology
Published online by Cambridge University Press: 30 March 2023
Book contents
- The Cambridge Handbook of Consumer Psychology
- Cambridge Handbooks in Psychology
- The Cambridge Handbook of Consumer Psychology
- Copyright page
- Contents
- Figures
- Tables
- Contributors
- Introduction
- 1 Consumer Psychology of Individuals
- 2 Consumer Psychology of Groups and Society
- 3 Methods for Understanding Consumer Psychology
- 19 Field Experimentation in Consumer Research
- 20 MTurk and Online Panel Research
- 21 Meta-analysis: Assessing Heterogeneity Using Traditional and Contemporary Approaches
- 22 Netnography for Consumer Psychologists
- 23 A Recipe for Honest Consumer Research
- Index
- References
Summary
Netnography is a specific set of related data collection, analysis, ethical and representational research practices related to ethnography. Unlike ethnography, in netnography a significant amount of the data is collected in a naturalistic manner from researcher engagement with a digital experience, such as interacting with a virtual world or with others via social media communication. This chapter explains netnography and illustrates how it might be useful as a stand-alone method, or part of a multi-method approach, to help psychological consumer researchers investigate a range of important real-world phenomena.
Keywords
- Type
- Chapter
- Information
- The Cambridge Handbook of Consumer Psychology , pp. 604 - 621Publisher: Cambridge University PressPrint publication year: 2023
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