- Symbolic, which are the actions (posts on the site(s) under investigation) that expresses or seems to express an intention or feeling.
- Digital, which is the study of the nature of value and valuation. It connects statistical data analysis with cultural understandings and meaning. It also encompasses a large amount of social data, where the researcher works towards driving toward deeper cultural understanding, rather than just statistical trends.
- Humanist, which focuses on research questions with deep social importance. This could fall into the social marketing domain (not to be confused with social media marketing).
- Auto-netnography, this is when the researcher moves away from being an observer to a participator, i.e., asking questions of the users or contributing in the debate.
Kozinets, R. (2009). Netnography: Doing Ethnographic Research Online. Thousand Oaks, CA. Sage Publications
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