The Use of Netnographic Method in the Brazilian Management Postgraduate
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Data de Publicação: | 2017 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista de Ciências da Administração |
Texto Completo: | https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2017v19n47p163 |
Resumo: | The dynamics of the Internet and its social media requires a constant revision of the research methodologies of the area. Netnography is the methodology applied to investigate and interpret consumer behavior in virtual communities. This article presents the netnographic approach as a tool for the analysis of online information in studies developed at the Graduate Program in Administration in Brazil. A theoretical redecoration of the netnography and a bibliographical survey of theses and dissertations that used the method were carried out. The results demonstrated that the fieldwork studies began in 2006, but it was only in 2012 that the method became widely used. As limitations to the use of the method the lack of reliable data and the superficial interpretations stand out. Even so, the netnography is presented as a tool to analyze virtual groups, providing temporal and spatial flexibility and, allowing the emergence of insights, that become theoretical advances in the research in Administration. |
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The Use of Netnographic Method in the Brazilian Management PostgraduateO Uso do Método Netnográfico na Pós-Graduação em Administração no BrasilThe dynamics of the Internet and its social media requires a constant revision of the research methodologies of the area. Netnography is the methodology applied to investigate and interpret consumer behavior in virtual communities. This article presents the netnographic approach as a tool for the analysis of online information in studies developed at the Graduate Program in Administration in Brazil. A theoretical redecoration of the netnography and a bibliographical survey of theses and dissertations that used the method were carried out. The results demonstrated that the fieldwork studies began in 2006, but it was only in 2012 that the method became widely used. As limitations to the use of the method the lack of reliable data and the superficial interpretations stand out. Even so, the netnography is presented as a tool to analyze virtual groups, providing temporal and spatial flexibility and, allowing the emergence of insights, that become theoretical advances in the research in Administration.A dinâmica da Internet e de suas mídias sociais exige uma constante revisão das metodologias de pesquisa da área. A netnografia é a metodologia aplicada para investigar e interpretar o comportamento do consumidor nas comunidades virtuais. Este artigo apresenta a abordagem netnográfica como ferramenta de análise de informações online em estudos desenvolvidos na Pós-Graduação em Administração no Brasil. Realizou-se um resgate teórico da netnografia e um levantamento bibliográfico de teses e dissertações que utilizaram o método. Os resultados demonstraram que os estudos netnográficos no campo iniciaram-se em 2006, mas foi apenas em 2012 que o método passou a ser amplamente utilizado. Como limitações ao uso do método destacam-se a ausência de dados confiáveis e as interpretações superficiais. Mesmo assim, a netnografia apresenta-se como uma ferramenta para analisar grupos virtuais, proporcionando flexibilidade temporal e espacial e, possibilitando o surgimento de insights, que se transformam em avanço teóricos na pesquisa em Administração. Universidade Federal de Santa Catarina2017-04-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionRevisão de literatura, levantamento bibliográficoapplication/pdfhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2017v19n47p16310.5007/2175-8077.2017v19n47p163Revista de Ciências da Administração; V.19 N.47 Abril de 2017; 163-1742175-80771516-3865reponame:Revista de Ciências da Administraçãoinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2017v19n47p163/pdfCopyright (c) 2017 Revista de Ciências da Administraçãoinfo:eu-repo/semantics/openAccessCorreia, Rafaela RodriguesAlperstedt, Graziela DiasFeuerschutte, Simone Ghisi2017-07-27T13:24:45Zoai:periodicos.ufsc.br:article/48363Revistahttp://www.periodicos.ufsc.br/index.php/admPUBhttps://periodicos.ufsc.br/index.php/adm/oairevista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br2175-80771516-3865opendoar:2017-07-27T13:24:45Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)false |
dc.title.none.fl_str_mv |
The Use of Netnographic Method in the Brazilian Management Postgraduate O Uso do Método Netnográfico na Pós-Graduação em Administração no Brasil |
title |
The Use of Netnographic Method in the Brazilian Management Postgraduate |
spellingShingle |
The Use of Netnographic Method in the Brazilian Management Postgraduate Correia, Rafaela Rodrigues |
title_short |
The Use of Netnographic Method in the Brazilian Management Postgraduate |
title_full |
The Use of Netnographic Method in the Brazilian Management Postgraduate |
title_fullStr |
The Use of Netnographic Method in the Brazilian Management Postgraduate |
title_full_unstemmed |
The Use of Netnographic Method in the Brazilian Management Postgraduate |
title_sort |
The Use of Netnographic Method in the Brazilian Management Postgraduate |
author |
Correia, Rafaela Rodrigues |
author_facet |
Correia, Rafaela Rodrigues Alperstedt, Graziela Dias Feuerschutte, Simone Ghisi |
author_role |
author |
author2 |
Alperstedt, Graziela Dias Feuerschutte, Simone Ghisi |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Correia, Rafaela Rodrigues Alperstedt, Graziela Dias Feuerschutte, Simone Ghisi |
description |
The dynamics of the Internet and its social media requires a constant revision of the research methodologies of the area. Netnography is the methodology applied to investigate and interpret consumer behavior in virtual communities. This article presents the netnographic approach as a tool for the analysis of online information in studies developed at the Graduate Program in Administration in Brazil. A theoretical redecoration of the netnography and a bibliographical survey of theses and dissertations that used the method were carried out. The results demonstrated that the fieldwork studies began in 2006, but it was only in 2012 that the method became widely used. As limitations to the use of the method the lack of reliable data and the superficial interpretations stand out. Even so, the netnography is presented as a tool to analyze virtual groups, providing temporal and spatial flexibility and, allowing the emergence of insights, that become theoretical advances in the research in Administration. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-04-30 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Revisão de literatura, levantamento bibliográfico |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2017v19n47p163 10.5007/2175-8077.2017v19n47p163 |
url |
https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2017v19n47p163 |
identifier_str_mv |
10.5007/2175-8077.2017v19n47p163 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2017v19n47p163/pdf |
dc.rights.driver.fl_str_mv |
Copyright (c) 2017 Revista de Ciências da Administração info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2017 Revista de Ciências da Administração |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina |
publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina |
dc.source.none.fl_str_mv |
Revista de Ciências da Administração; V.19 N.47 Abril de 2017; 163-174 2175-8077 1516-3865 reponame:Revista de Ciências da Administração instname:Universidade Federal de Santa Catarina (UFSC) instacron:UFSC |
instname_str |
Universidade Federal de Santa Catarina (UFSC) |
instacron_str |
UFSC |
institution |
UFSC |
reponame_str |
Revista de Ciências da Administração |
collection |
Revista de Ciências da Administração |
repository.name.fl_str_mv |
Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC) |
repository.mail.fl_str_mv |
revista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br |
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1789435142607994880 |