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NETNOGRAFYA: SOSYAL MECRALARDA TÜKETİCİ ARAŞTIRMALARI ÜZERİNE YENİ BİR METOT

NETNOGRAPHY: A NEW METHOD FOR CONSUMER RESEARCH IN SOCIAL MEDIA

Journal Name:

  • Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi

Publication Year:

  • 2012

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Netnography is a new qualitative research method that is developed by Kozinets. The primary implication of netnography is the utilization of consumer research in social media and the method is an adaptation of traditional ethnography. This study examines the method in every aspect and aims to make a contribuiton to the Turkish literature. The definition of netnography is presented in terms of its diverging points from ethnography and the method is further explained in detail with clarification of the various procedures. Preceding the mention of academic and business implications of netnography, its limitations have been reviewed as well as the critical literature. The importance of netnography method has been grasped in a greater extent due to different approaches, which gives the implication of progress. With a review of the relevant literature, there has been a comprehensive evaluation of netnography, as a method enabling the examination of online social communities.
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Abstract (Original Language): 
Netnografya, sosyal mecra platformlarında gerçekleşen tüketici etkileşimlerini inceleyerek tüketici araştırmaları yapmak üzere, geleneksel etnografyadan adapte edilen yeni bir kalitatif araştırma metodu olarak günümüzde giderek önem kazanmaktadır. Bu çalışma da yakın geçmişte Robert V. Kozinets tarafından geliştirilerek dünya literatürüne girmeyi başaran netnografya metodu incelemekte ve çalışmayla literatürümüze katkı yapılması amaçlanmaktadır. Netnografya öncelikle etnografya metodu üzerinden tanımlanmakta ve ardından Kozinets’in metodun uygulama sürecine ilişkin geliştirdiği tüm prosedürler derinlemesine incelenmektedir. Netnografyanın akademik ve profesyonel düzeyde çıkarımlarının mercek altına alınmasını takiben metodun kısıtları ve çeşitli araştırmacılar tarafından metoda getirilen eleştirilere yer verilmektedir. Çalışma da çevrimiçi sosyal ortamların giderek daha yaygın olarak kullanılmasına bağlı olarak önemi artan netnografya metodu literatür taraması yöntemi kullanarak kapsamlı bir şekilde değerlendirmekte ve metodu uygulamak isteyen tüm araştırmacıların ilgisine sunulmaktadır.
FULL TEXT (PDF): 
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  • 3
33-54
  • Turkish

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