MANAGEMENT

Detailed explanation-1: -Netnography is a research method useful for studying online consumer culture. By observing naturally occurring discussions and phenomena on the internet, it seeks to unpack the cultural codes and expressions that influence consumption choices within the communities under study.

Detailed explanation-2: -According to MarTech, “Netnography is the branch of ethnography (the scientific description of the customs of individual peoples and cultures) that analyses the free behaviour of individuals on the Internet that uses online marketing research techniques to provide useful insights.

Detailed explanation-3: -Netnography is conducted in six overlapping steps, similar to the stages of ethnographic research: developing a research plan, establishing entrée, collecting and triangulating data, analyzing and interpreting data, ensuring ethical standards, and reporting on research finding and associated insights.