Netnography: unveiling human narratives in a digital world

Detalhes bibliográficos
Autor(a) principal: Ferreira, Daniela Abrantes
Data de Publicação: 2022
Outros Autores: Chimenti, Paula Castro Pires de Souza
Tipo de documento: Artigo
Idioma: eng
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/22726
Resumo: Objective:  This study aims to present netnography as a methodology inserted in the cultural perspective of consumption studies, discussing its origin, characteristics, implementation stages and its challenges, in addition to proposing opportunities for future studies.Method: The article is a theoretical essay based on a critical reflection of the authors from a literature review on netnography as a research methodology.Originality/Relevance: Consumers are increasingly leaving traces of their narratives on the various existing online platforms, which means valuable information for managers and researchers. However, netnography, a methodology that seeks to interpret human communications mediated by technologies, has been relatively little used in the Brazilian academic environment. The article presents in detail the 12 steps of netnography, considering its origin and development, aiming to expand its use by Brazilian researchers.Results: Based on reflections on the existing literature, the article presents the 12 steps of netnography, discusses the main ethical aspects of the methodology and suggests a research agenda.Theoretical/methodological contributions: Expand the use of netnography, from a humanist perspective, especially in Brazilian studies.
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spelling Netnography: unveiling human narratives in a digital worldNetnografia: desvendando as narrativas humanas em um mundo digitalNetnography; Consumer; Internet; Social mediaNetnografia; Consumidor; Internet; Mídias sociaisObjective:  This study aims to present netnography as a methodology inserted in the cultural perspective of consumption studies, discussing its origin, characteristics, implementation stages and its challenges, in addition to proposing opportunities for future studies.Method: The article is a theoretical essay based on a critical reflection of the authors from a literature review on netnography as a research methodology.Originality/Relevance: Consumers are increasingly leaving traces of their narratives on the various existing online platforms, which means valuable information for managers and researchers. However, netnography, a methodology that seeks to interpret human communications mediated by technologies, has been relatively little used in the Brazilian academic environment. The article presents in detail the 12 steps of netnography, considering its origin and development, aiming to expand its use by Brazilian researchers.Results: Based on reflections on the existing literature, the article presents the 12 steps of netnography, discusses the main ethical aspects of the methodology and suggests a research agenda.Theoretical/methodological contributions: Expand the use of netnography, from a humanist perspective, especially in Brazilian studies.Objetivo:  Este artigo tem como objetivo apresentar a netnografia como metodologia inserida na perspectiva cultural dos estudos do consumo, discutindo sua origem, características, etapas de implementação e seus desafios, além de propor oportunidades de estudos futuros.Método: O artigo é um ensaio teórico realizado a partir de uma reflexão crítica das autoras com base em uma revisão de literatura sobre a netnografia como metodologia de pesquisa.Originalidade/Relevância: Consumidores, cada vez mais, deixam rastros de suas narrativas nas diversas plataformas online existentes, o que significa informação valiosa para gestores e pesquisadores. Entretanto, a netnografia, metodologia que busca interpretar as comunicações humanas mediadas por tecnologias, tem sido relativamente pouco utilizada no ambiente acadêmico brasileiro. O artigo traz uma estruturação detalhada das etapas da netnografia, considerando sua origem e desenvolvimento, visando a ampliar sua utilização por pesquisadores brasileiros.Resultados: Com base em reflexões sobre a literatura existente, o artigo apresenta as 12 fases da netnografia, discute os principais aspectos éticos da metodologia e sugere uma agenda de pesquisa.Contribuições teóricas/metodológicas: Ampliar o uso da netnografia, a partir de uma perspectiva humanista, sobretudo em estudos brasileiros.Universidade Nove de Julho - UninoveFerreira, Daniela AbrantesChimenti, Paula Castro Pires de Souza2022-10-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.uninove.br/remark/article/view/2272610.5585/remark.v21i4.22726ReMark - Revista Brasileira de Marketing; v. 21, n. 4 (2022): (jul./set.); 1433-14792177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/22726/9877Direitos autorais 2022 ReMark - Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2022-10-18T18:54:27Zoai:https://periodicos.uninove.br:article/22726Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-10-18T18:54:27REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Netnography: unveiling human narratives in a digital world
Netnografia: desvendando as narrativas humanas em um mundo digital
title Netnography: unveiling human narratives in a digital world
spellingShingle Netnography: unveiling human narratives in a digital world
Ferreira, Daniela Abrantes
Netnography; Consumer; Internet; Social media
Netnografia; Consumidor; Internet; Mídias sociais
title_short Netnography: unveiling human narratives in a digital world
title_full Netnography: unveiling human narratives in a digital world
title_fullStr Netnography: unveiling human narratives in a digital world
title_full_unstemmed Netnography: unveiling human narratives in a digital world
title_sort Netnography: unveiling human narratives in a digital world
author Ferreira, Daniela Abrantes
author_facet Ferreira, Daniela Abrantes
Chimenti, Paula Castro Pires de Souza
author_role author
author2 Chimenti, Paula Castro Pires de Souza
author2_role author
dc.contributor.none.fl_str_mv

dc.contributor.author.fl_str_mv Ferreira, Daniela Abrantes
Chimenti, Paula Castro Pires de Souza
dc.subject.por.fl_str_mv Netnography; Consumer; Internet; Social media
Netnografia; Consumidor; Internet; Mídias sociais
topic Netnography; Consumer; Internet; Social media
Netnografia; Consumidor; Internet; Mídias sociais
description Objective:  This study aims to present netnography as a methodology inserted in the cultural perspective of consumption studies, discussing its origin, characteristics, implementation stages and its challenges, in addition to proposing opportunities for future studies.Method: The article is a theoretical essay based on a critical reflection of the authors from a literature review on netnography as a research methodology.Originality/Relevance: Consumers are increasingly leaving traces of their narratives on the various existing online platforms, which means valuable information for managers and researchers. However, netnography, a methodology that seeks to interpret human communications mediated by technologies, has been relatively little used in the Brazilian academic environment. The article presents in detail the 12 steps of netnography, considering its origin and development, aiming to expand its use by Brazilian researchers.Results: Based on reflections on the existing literature, the article presents the 12 steps of netnography, discusses the main ethical aspects of the methodology and suggests a research agenda.Theoretical/methodological contributions: Expand the use of netnography, from a humanist perspective, especially in Brazilian studies.
publishDate 2022
dc.date.none.fl_str_mv 2022-10-18
dc.type.none.fl_str_mv
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/22726
10.5585/remark.v21i4.22726
url https://periodicos.uninove.br/remark/article/view/22726
identifier_str_mv 10.5585/remark.v21i4.22726
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/22726/9877
dc.rights.driver.fl_str_mv Direitos autorais 2022 ReMark - Revista Brasileira de Marketing
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2022 ReMark - Revista Brasileira de Marketing
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 21, n. 4 (2022): (jul./set.); 1433-1479
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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