I am often asked to explain netnography in relation to its ethical and legal concerns, so I have written this article to help clarify some key points. Kozinets (2009) defines netnography as a form of ethnographic research adapted to include the internet’s influence on contemporary social worlds. He goes on to list six steps that researchers should consider when embarking on this activity: research planning, entrée, data collection, interpretation, ensuring ethical standards and research representation.
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