It is a set of methodological procedures and protocols facilitating a deep investigation of participant behaviors in online cultures and communities. This type of qualitative research consists of a group of methodological approaches and protocols that contribute to the debate of researching online populations, transitioning traditional techniques of cultural anthropology to an online setting, and innovation in appropriate locations.
It draws upon computer-mediated communications or network-based data to arrive at an ethnographic understanding of a social or cultural phenomenon.
Through immersive cultural participation and observation, Netnography allows researchers to focus on new areas of social life:
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