Abstract

This discussion explores the emerging adoption of netnography as a research method and its challenges. Netnography is a qualitative research methodology that is increasingly adopted in researching social media, especially online communities, in order to gain insights into the rich, and quality data that are automatically archived in the cyberspace. This discussion adopted the scholarly review of pieces of literature on netnography. The paper argues that scholars are adopting netnography in different study domains despite its business management orientation. Furthermore, the methodology is equally gaining grounds in Ph.D. scholarships. The discussion concludes that scholars from other knowledge domain, especially media studies/Mass communication should explore netnographic research methodology, particularly in studying social media.

Key Words: Netnography, Ethnography, Qualitative research, Online, Social Media

Author’s Bio

*   Silas Udenze is a doctoral candidate of Media Arts in the Department of Theatre Arts, University of Abuja, Gwagwalada, Nigeria. He holds a first degree in Mass Communication from Nnamdi Azikiwe University, Awka, Anambra State, Nigeria; a Diploma in Public Relations from the Nigerian Institute of Public Relations (NIPR) and M.A. degree in Media Arts from the University of Abuja, Gwagwalada, Nigeria. His research interests are Social media, Public relations/Advertising, Development Communication, Media and Society.

^JCMR Journal of Communication and Media Research, Vol. 11, No. 2, October 2019, pp.  58 - 63