Netnography is a "form of qualitative research that seeks to understand the cultural experiences that encompass and are reflected within the traces, practices, networks and systems of social media".
Netnography is a "form of qualitative research that seeks to understand the cultural experiences that encompass and are reflected within the traces, practices, networks and systems of social media".
The term is a portmanteau combining "Internet" or "network" with "ethnography". Netnography was originally developed in 1995 by marketing professor Robert Kozinets (now USC Annenberg) as a tool to analyze online fan discussions about the Star Trek franchise. The use of the method spread from marketing research and consumer research to a range of other disciplines, including education, library and information sciences, hospitality, tourism, computer science, psychology, sociology, anthropology, geography, urban studies, leisure and game studies, and human sexuality and addiction research.
Discovered by embedding cosine similarity (sentence-transformers MiniLM, 384-dim).