Applying Netnographic Research in the System Sciences Context-Insights, Illustrations, and Intersections

Permanent URI for this collectionhttps://hdl.handle.net/10125/107451

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    Netnography for Crisis Management and Information Systems Research
    (2024-01-03) Shahbazi, Maryam; Tan, Barney; Bunker , Deborah
    In this study, we champion netnography as a uniquely advantageous research method for both scholars and crisis management agencies. By examining a Facebook community's interactions during a health crisis, we illuminate how netnography can capture intricate social dynamics, including the level of public trust, in real time. This approach provides a nuanced, context-rich perspective often missing in traditional research methods, enhancing our understanding of crisis communication strategies. Our study underscores netnography's unique utility in crisis management, particularly its ability to document evolving communication patterns and public sentiment. This research posits netnography as an invaluable method, suggesting its wider adoption can significantly enhance the efficacy of social media as a tool for crisis communication.
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    Transformative Netnography: Combining Representation, Social Media, and Participatory Action Research
    (2024-01-03) Kozinets, Robert; Cavusoglu, Lena; Belk, Russell
    How can systems science researchers leverage qualitative social media research methods to address cultural and social issues in a way that involves participants and researchers working together? To address this question, this paper proposes transformative netnography, an adaptation of netnography that combines social media representational affordances with participatory action research techniques to offer unique communication benefits for transformational research. It examines some of the practical and theoretical underpinnings that have guided various forms of action research and links them to representational concerns and qualitative social media research. The paper proceeds to present a detailed example of transformative netnography that pioneers the use of social media’s accessibility, organizational, and consciousness-raising affordances, combining them with collaborative ethnography to create a novel and digitally enabled form of representative advocacy research. The paper concludes with some implications for further transformative research using social media affordances and the ongoing development of transformative netnography.
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    Ethics in Netnography: Exploring Privacy in Public Spaces
    (2024-01-03) Herfurth, Anne; Bott, Gregory
    Ethical decisions play an important role in each step of research design and methodology. In social science research, the boundaries determining ethical decision making can get blurry due to the highly contextualized nature of human-centered research. Netnography, a methodology similar to ethnography but conducted through the internet, is the source of ongoing ethical debate in the academic communities. In this study, we investigate online community members’ beliefs and perceptions around the nontrivial, contestable, and interrelated issues of informed consent and privacy. To advance the conversation around ethics in netnography, we include the voice of members of different online communities by administering a survey to understand their beliefs and opinions around perceived privacy and informed consent in online communities. Our survey results demonstrate the contradictory results that, while online community members do not believe their posts to be completely private, they still believe in the necessity of researchers obtaining informed consent in most contexts.
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    Netnography to uncover the new aesthetic of the zoomie
    (2024-01-03) Beccanulli, Angela; Biraghi, Silvia; Gambetti, Rossella
    Since the first COVID-19 lockdown, video conferencing platforms like Zoom have emerged as a fast-growing virtual context where people can have experiences such as education, entertainment, and tourism. Even now that restrictions have ceased, people are still seeking virtual experiences, particularly in the context of cultural tourism. This has brought to life a new practice of selfie-taking: the ‘zoomie’. In this paper, we explore the emerging aesthetic of zoomies to understand how self- and place-presentation practices are evolving in virtual contexts. To reach our goal, we conducted a netnography of zoomies in the context of cultural tourism. Our findings depict zoomie as the repository of three types of tourist gaze and highlight an unkempt aesthetic and comfy culture that differentiates it from travel selfie. We finally elaborate how netnography helped us uncover the zoomie as a new technocultural object.
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