Studying social media communities : blending methods with netnography

Fenton, A ORCID: and Procter, CT 2019, Studying social media communities : blending methods with netnography , Other, SAGE.

PDF - Accepted Version
Download (990kB) | Preview
[img] Microsoft Word - Accepted Version
Restricted to Repository staff only

Download (624kB) | Request a copy


In his work ‘Netnography Redefined’, Kozinets (2015), highlights the massive growth of online communities, calling for new ways of conducting research online. This research explains an application of this approach providing a valuable methodological framework for contemporary Internet based ethnographical research. This case example is derived from an empirical research study of the online communities of a UK football club. This involves the blend of the three qualitative research methods: interview, social network analysis (SNA), and online participant observation. Interviews and participant observation are usual features of ethnographical work but evolving digital tools and social media networks present new research opportunities. The application of netnography and blending of social network analysis therefore presents new opportunities for research. In this case, we describe the tools, techniques and practicalities of applying netnography using blended methods in the digital age. This approach provides a complementary blend for those researchers wishing to study contemporary social media communities. The research application aimed to make an academic and practical contribution to digital marketing, Information Systems (IS) and sport business.

Item Type: Monograph (Other)
Schools: Schools > Salford Business School > Salford Business School Research Centre
Journal or Publication Title: SAGE Research Methods Cases
Publisher: SAGE
ISSN: 9781526468901
Depositing User: Dr Alex Fenton
Date Deposited: 31 Jul 2018 13:29
Last Modified: 28 Aug 2021 14:45

Actions (login required)

Edit record (repository staff only) Edit record (repository staff only)


Downloads per month over past year