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netnography

Netnography is a made-up word from Internet

(Net) and ethnography. It stands for a research method with which the behaviour of consumers is observed and qualitatively evaluated. Netnography can be used to observe the flow of communication in communities without the observer himself being involved, comparable to a lurker

whoobserves discussions but does not become active

himself. The research method of netnography is an observational one whose results are not produced by group members but by a neutral outsider.

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Englisch: netnography
Updated at: 26.03.2013
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Translations: DE