What is netnography?

The term netnography was coined by Robert Kozinets, who adhered to the terms interNET and ethnography to refer to a new discipline that aims to explore online communities and their values and opinions in a non-invasive manner.

It is undeniable that in this hyperconnected age, consumers and influencers interact in virtual communities, where they share ideas, knowledge and values, in areas of great freedom of expression. These communities are as real as any in the offline world, but they also have big differences. Communities do not have to share a “physical” space or reside in one place. Although we will see in future courses how the language community delimits boundaries in the community.

The importance of studying these virtual communities is based on the fact that most shared knowledge has an important value. For the academy, it is an opportunity to study individual and group behavior for long periods; for marketing and communication specialists, provides them with a wealth of valuable information about how consumers value products; in strategy and business, it acts as a trigger for campaign alerts that can damage a company's image; and the list is not easily exhausted.

“Introduction to LivingNethos Netnography” by the Tree Intelligence Institute. Enroll in the course.



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