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La netnographie : une nouvelle méthode d’enquête qualitative basée sur les communautés virtuelles de consommation

Author

Listed:
  • Yohan Bernard

    (UP2 - Université Panthéon-Assas)

Abstract

Netnography is a qualitative research method which uses Internet as a source of data in leaning against the virtual communities of consumption. It analyses consumers' communicational acts from the community in order to generate insights about consumption object which is the center of the community. In this article, netnography is positioned and defined; its data collection and analysis methods are then presented. The aim of this paper is to draw the attention of the marketers to the potential of this approach, on the one hand, by giving it a rigorous theoretical framework, and on the other hand, by proposing some helps for its implementation.

Suggested Citation

  • Yohan Bernard, 2004. "La netnographie : une nouvelle méthode d’enquête qualitative basée sur les communautés virtuelles de consommation," Post-Print hal-01315734, HAL.
    • Handle: RePEc:hal:journl:hal-01315734
    as

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    Citations

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    Cited by:

    1. Philippe Robert-Demontrond & Amélie Bellion, 2016. "L'éthique en ethnomarketing : de la juridictionnalisation des recherches à une morale incarnée," Post-Print hal-01865104, HAL.
    2. Éric Barquissau & Nathalie Darras-Barquissau, 2017. "Les forums d'actionnaires individuels : un outil de réduction du risque ?," Post-Print hal-01655914, HAL.
    3. Maria Mercanti-Guérin, 2009. "La netnographie : outil de prospective des métiers, une application aux nouveaux métiers du Web," Post-Print hal-02055031, HAL.
    4. Yves Cinotti, 2015. "From hospitality to experience : comparison between tourist experience in guest houses and hotels [De l’hospitalité à l’expérience : vécus comparés des touristes dans les maisons d’hôtes et les hôt," Post-Print hal-01286523, HAL.
    5. Nathalie Duran & Djamchid Assadi, 2017. "Analyse comparative des discours gagnants et perdants du microcrédit : le cas des campagnes de crowdlending," Post-Print hal-01655509, HAL.
    6. Soumaya El HASSOUNI, 2021. "Experiencing social civism and women freedom as tourists’ motivation: Results from a netnographic study in the Moroccan context," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 8(3), pages 55-60, March.

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