Abstract
This paper reviews online ethnography practice in the field of organization and management studies. Extant reviews show that the use of online ethnography is growing, and while novel theoretical and methodological contributions exist, its theory and practice are highly fragmented. In our systematic review, we identify 117 journal articles that perform some form of online ethnographic research. Among those, 51 papers are identified as online organizational and/or management ethnographies, which are published in the period 1999–2011. We provide a comprehensive overview and we especially focus on how researchers handle issues of identifying and analyzing body activity, spatial context and artifacts in their online research settings. We conclude that, despite its challenges, online organizational ethnography has a rich potential for research in an increasingly online world and complement more traditional ethnography as a method of qualitative inquiry.
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