Netnographic Study Research Articles

Mi-e Dor De Tine: Light Festivals, Emotional Narratives and Romanian Diaspora

This paper explores the significance of urban light festivals and their role in contributing to transnational identities and narratives through a detailed study of the Mi-e Dor De Tine project. This public art project serves as an example of how light-based installations shape transnational affective experiences, particularly within the Romanian diaspora across various locations around the world. Through an ethnographic and netnographic study conducted from 2018 to 2024, this research critically engages with Mi-e Dor De Tine project within the frameworks of aesthetic capitalism, affect theory, and transnationalism. The paper emphasizes that urban light festivals not only serve as tools for urban regeneration and cultural diplomacy but also play a vital role in affirming and developing complex urban identities and affective experiences.

A Netnographic Study on The Reasons Why People Fail to Learn English

In a global and digital world, learning a language, especially English is essential for people to keep up with the developments in science, business, technology, etc. Despite starting to learn English early, students might not always reach desired proficiency levels. Therefore, the present study aims to find out some of the reasons why people fail to learn English. Employing a netnographic approach, the researchers examined asynchronous comments posted in online communities on a social media platform. Within the scope of this study, 198 comments answering the question of why people fail to learn English were obtained from three online groups of English language teachers on Facebook. The findings show that 154 out of 198 comments aimed to answer the question. They were analyzed through content analysis, which revealed that there are educational, social, personal, and linguistic reasons why people fail to learn English. Educational reasons were among the most mentioned reasons by the members of the communities. In addition, the analysis indicates a balanced representation of linguistic and personal factors, with social factors slightly less prominent in comparison. Considering the existing literature review, several implications are highlighted to overcome the difficulties and challenges of learning English. Finally, this study is limited by its reliance on Facebook posts collected within a specific timeframe; future research could enhance depth and scope by incorporating longitudinal methods, diverse social media platforms, and in-depth interviews.

Netnographic Study: Caring for Online Gender-Based Violence on Instagram @awaskbgo

This study found the novelty of the fact that cases of gender-based violence does`t only occur in public spaces, but can also occur in cyberspace. Such as gender-based violence through media and internet networks which are referred to as cases of online gender-based violence. The purpose of this study is to contribute to knowledge of online gender-based violence prevention through Instagram social media. The type of research used is virtual ethnographic research or often called a netnographic study, which uses data collection techniques with in-depth interviews and participant observation. The results of the study show that Instagram social media is quite influential in providing education on online gender-based violence against women and Instagram social media users. Movements made in providing education can be through posts and opening discussions on live Instagram and in the comments column

Political Labeling on Social Media: a Netnographic Study of “SDM Rendah” in Indonesia’s 2024 Presidential Election on X (Twitter)

The 2024 presidential election campaign in Indonesia has produced various unique phenomena, including the emergence of the "Low Human Resources'' (SDM Rendah) label directed at the supporters of candidate pair 02 by the supporters of candidate pairs 01 and 03. The existence of this label has become a spotlight because it reflects the dynamics of politics and social interaction within the community. In conducting the netnographic research strategy in this study, the primary focus is on gaining a deep understanding of the underlying reasons for this labeling, as well as how it affects public perception and the overall political dynamics. The social media platform X was selected as the research subject due to its crucial role in facilitating communicative interaction, including the labeling process. It is expected that the results of this research can provide deeper insights into the phenomenon of labeling in the political realm on the X social media platform, as well as provide a better understanding for politicians and the public regarding the importance of using social media platforms wisely in the political context. This research also has significant academic implications in the field of communication science, particularly in the theory of Computer-Mediated Communication (CMC), which can contribute to a deeper understanding of the role of social media in contemporary politics. The practical implications cannot be overlooked either, especially in the efforts to raise awareness of the power and impact of social media platforms in the political context during the 2024 presidential campaign in Indonesia.

Appearance-enhancing masticatory muscle exercises and their potential impact on masticatory muscle symptoms: A netnographic study and scoping review

ABSTRACT Objective Videos containing exercises for masticatory muscles to enhance esthetic appearance are published on social media platforms. The aim of the study was to find out the nature of the exercises and whether they could have an impact on the health of the masticatory muscles. Method For the netnography, social media videos of jaw area exercises were collected as material and reviewed. The literature review investigated the effect of voluntary masticatory muscle exercises. Results 71 videos were collected, with none referring to scientific evidence. Muscle exercises found by netnography were isometric exercise of the masseter muscles. The scoping review revealed isometric exercise of the masticatory muscles can cause symptoms in the masticatory system in temporomandibular disorder patients. Conclusion Non-professional masticatory muscle exercises should be considered in the etiology of muscle-related TMD. Dental professionals should to explore social media platforms to be aware of content about dental issues.

How humanized birth practice became an experience connected to neoliberal philosophy

Humanized childbirth is a practice that began to be disseminated in Brazil about 20 years ago, seeking to promote natural birth, reduce unnecessary clinical interventions, and establish a more human model of childbirth. Although humanized childbirth in Brazil is an act of rescuing women’s autonomy and an act of resistance against the technological and capitalist perspective of birth, this philosophy harbors tensions and contradictions involving women as consumers, showing connections to a neoliberal idea of consumer empowerment. Considering this scenario, the present research intends to explore how the diffusion of the humanized birth practice was co-opted by the neoliberal philosophy. Conducting a 2-year netnographic study, we observe and analyze online traits on Instagram and YouTube about humanized childbirth. We shed light on social media as an important mechanism in facilitating practice engagement and practice reproduction, by presenting a framework about the practice diffusion process.

How platformisation shapes sports betting consumption practices and implications for harm

In this paper, we explore how platformisation facilitates potentially harmful consumption practices of sports betting. Our research draws on ideas from the platformisation and social practice theory literature and features a netnographic study of a sports betting community of practice hosted on the English-language platform Reddit. We consider how platformisation shapes sports betting consumption practices, and the implications for consumers. Our findings demonstrate how platformisation facilitates harmful sports betting consumption practices by causing: (1) intrusion of these practices into work, time, and the consumption of sport; and (2) competitive intensification among and between consumers, against the gambling industry, and against consumers themselves. We discuss the implications from our research findings for platformisation theory, the platformisation of consumption practices, and sociocultural perspectives on gambling. Further, we offer suggestions for how policy and practice can ameliorate gambling harms that are facilitated through platformisation, and identify opportunities for further research.

The double‐edged sword of generative artificial intelligence in digitalization: An affordances and constraints perspective

AbstractGenerative artificial intelligence (AI) has gained prominence across various industries and domains, offering capabilities to generate human‐like text, creative ideas, and solutions. This paper explores customers' responses to the use of generative AI in digitalizing content production and consumption processes. Drawing on technology affordance theory, this article examines how are the affordances of generative AI leveraged to contribute to the gradual digitalization of individuals. This netnographic study is based on over 9 months naturalistic observations of the AI Community online, culminating in 1572 pages of data. The findings identify different types of affordances that foster digitalization: automated content creation, automated data analysis, and AI‐generated content dissemination. This study also identifies the constraints of generative AI and discusses potential interventions to address these constraints and prevent unintended consequences. This research provides insights for scholars, professionals, and educators to better understand the dynamics of leveraging generative AI.

The Role of Imaginaries in the Governance of Online Communities of Creation: A Netnographic Study

The Role of Imaginaries in the Governance of Online Communities of Creation: A Netnographic Study

Peran Komunitas Online Dalam Membangun Preferensi Merek Otomotif Jepang (Studi Netnografi Pada Grup Facebook Motuba)

The purpose of this research is to determine the role of online communities in building preferences for Japanese automotive brands (netnographic study of the Motuba Facebook group) (student study at the Faculty of Social and Political Sciences, Singaperbangsa University, Karawang). Japanese popular culture, or what is often called J-pop culture, is a global phenomenon that attracts the attention of many people in various countries, including Indonesia. The qualitative research design used in this study is a netnographic study. This approach allows researchers to understand and analyze interactions, behavior and community dynamics in depth through participant observation in online environments. An interview with Mbah Mikael Bekti revealed that the Motuba group is a relatively new community for him, but members tend to have a preference for Japanese automotive brands due to personal experience and affordable prices. Communication within the group occurs directly through the comments feature, with little use of special terms or symbols.

Exploring virtual funding committee practices in the allocation of National Institute for Health and Care Research funding: A netnographic study

Background Funding committees, comprising members with a range of knowledge, skills, and experience, are considered integral to the decision-making process of funding organisations for recommending or allocating research funding. However, there is limited research investigating the decision-making processes, the role of members and their social interactions during funding committee meetings conducted both virtually and face-to-face. Methods Using a mixed-methods design and following netnography principles, the study observed nine National Institute for Health and Care Research programmes funding committee meetings conducted virtually during October 2020 to December 2021; complemented by interviews with committee chairs and members (18 interviews) and NIHR staff (12 interviews); an online survey (50 responses); and documentary analysis. Personal reflections through immersive journals also formed part of the analysis. Results Three main themes were identified from the observations, interviews, and online survey: efficiency of virtual committee meetings (importance of preparation, and the role of formality, process, and structure); understanding the effect of virtual committee meetings on well-being (effects of fatigue and apprehension, and the importance of work life balance); understanding social interactions and engagement (levels of engagement, contribution and inclusivity, awareness of unconscious bias and the value of social networking). Conclusions Examining the decision-making practices of one funding organisation across several research programmes, across multiple committee meetings over one year has generated new insights around funding committee practices that previous studies have not been able to explore or investigate. Overall, it was observed that fair and transparent funding recommendations and outcomes can be achieved through virtual funding committees. However, whilst virtual funding committees have many benefits and opportunities, such as the potential to increase membership diversity and inclusivity, and be more environmentally sustainable, more evidence is needed to evaluate their effectiveness, with particular focus on issues of fatigue, engagement, and committee cohesion, especially when new committee members join.

Exploring veganism in Australia, France, Spain, and Portugal: a netnographic study using the transtheoretical model

ABSTRACT The rising popularity of veganism and vegetarianism has attracted significant market attention, yet limited understanding exists regarding consumer perceptions and adoption of these ethical and sustainable lifestyle choices. To address this gap, we conducted a netnographic analysis using Google Trends and HappyCow. Google Trends data found that food and restaurant-related searches predominated, with lower volumes in France, indicating a distinct food culture and potentially less interest in veganism. Australians exhibited higher search frequencies for “vegan,” reflecting a keen interest in vegan food establishments and products. HappyCow data indicated a relatively more significant number of vegan outlets in Australia. This study provides cross-cultural insights into consumer information-seeking behavior regarding veganism, highlighting the availability of vegan choices in diverse food settings and influencing factors for plant-based alternatives.

Experiencing COVID-19 on the spectrum: perceptions of healthcare access among autistic adults during a global pandemic and implications for social workers

ABSTRACT The novel coronavirus pandemic (COVID-19) required substantial changes in socialization to mitigate the spread of the virus. Stay-at-home and social distancing mandates required changes in work, school, and healthcare access for autistic adults. This qualitative online netnographic study utilized a public online forum to examine 1,102 posts detailing the experiences of COVID-19 by autistic adults from March 2020 to December 2020. We found two main themes related to seeking behavioral health services and seeking support related to service delays and barriers during the COVID-19 pandemic. Implications for social work practice and supporting autistic people in navigating healthcare access are discussed.

Exploring Guests’ Satisfaction and Dissatisfaction with Homestay Experiences: A Netnographic Study of a Rural Tourism Destination in Vietnam

ABSTRACT Few studies have used online reviews to gain useful insights into homestay guests’ satisfaction. This study responds to demands from the existing literature on homestay tourism in a rural destination context to identify the factors that contribute to tourists’ satisfaction and dissatisfaction by examining homestay experiences in Vietnam’s Ben Tre province. User-generated content on Booking.com was analyzed using a netnographic approach. The data comprised 656 online posts. The findings suggest that guests achieve satisfaction from host families’ attitudes and language abilities, high-quality facilities in the bedrooms and grounds, authentic cuisine, a peaceful location, the availability of complementary services, and affordable prices. The findings contradict studies suggesting that homestay guests may seek familiarity, and this was largely not evident in terms of tourist food consumption while at the destination. In addition, the findings challenge studies indicating that prices have a strong influence on tourists’ satisfaction with homestay tourism.

Exploring virtual funding committee practices in the allocation of National Institute for Health and Care Research funding: A netnographic study.

Funding committees, comprising members with a range of knowledge, skills, and experience, are considered integral to the decision-making process of funding organisations for recommending or allocating research funding. However, there is limited research investigating the decision-making processes, the role of members and their social interactions during funding committee meetings conducted both virtually and face-to-face. Using a mixed-methods design and following netnography principles, the study observed nine National Institute for Health and Care Research programmes funding committee meetings conducted virtually during October 2020 to December 2021; complemented by interviews with committee chairs and members (18 interviews) and NIHR staff (12 interviews); an online survey (50 responses); and documentary analysis. Personal reflections through immersive journals also formed part of the analysis. Three main themes were identified from the observations, interviews, and online survey: efficiency of virtual committee meetings (importance of preparation, and the role of formality, process, and structure); understanding the effect of virtual committee meetings on well-being (effects of fatigue and apprehension, and the importance of work life balance); understanding social interactions and engagement (levels of engagement, contribution and inclusivity, awareness of unconscious bias and the value of social networking). Examining the decision-making practices of one funding organisation across several research programmes, across multiple committee meetings over one year has generated new insights around funding committee practices that previous studies have not been able to explore or investigate. Overall, it was observed that fair and transparent funding recommendations and outcomes can be achieved through virtual funding committees. However, whilst virtual funding committees have many benefits and opportunities, such as the potential to increase membership diversity and inclusivity, and be more environmentally sustainable, more evidence is needed to evaluate their effectiveness, with particular focus on issues of fatigue, engagement, and committee cohesion, especially when new committee members join.

Accountability of Islamic Non-Governmental Organizations in Indonesia: A Netnographic Study

This study aims to analyze the online public's views on the accountability of the XYZ Foundation (XYZ), an Islamic non-government organization (NGO). This qualitative research uses netnography methods and primary data in the form of Twitter tweets with the trending hashtag #JanganPercayaXYZ. This research was carried out not long after the XYZ case emerged. The study includes an examination of relevant supporting documents, for example, the financial statement of XYZ. Data analysis was conducted in four stages: investigation, interaction, immersion, and integration. The results show that the public's views indicate that XYZ lacks accountability and transparency because the campaign is not in line with reality. There are too many cuts in donations, which has an impact on damaging public trust. XYZ is considered to be using religion and humanity to gain attention and empathy from donors. However, these do not deny XYZ's great contribution and performance in humanitarian affairs. These results have implications for the need to improve Islamic philanthropic institutions' regulation, governance, and accountability, as well as the prudence and selectivity of donors in donating through similar institutions. This study contributes to the literature on accountability in Islamic NGOs by utilizing netnography and data from social media.

Netnographic study of the conscious internet appearance of hungarian and regional public transport companies

There has been intense competition between companies in recent years to hire and retain employees. During the coronavirus epidemic, this competition intensified. In response to the changes in the labour market, this challenge on the part of employers requires new methods, and employer branding has increasingly come to the fore. With the reorganization of the communication channels, online appearance came to the fore, including the use of social networking sites for employers and employees. The subject of my study is the employer branding of companies interested in the public transport on the Internet, primarily on social media sites, including the popular Instagram site. The purpose of the study is to present the importance of employer branding in the online space, the topics that can be displayed on social media sites and the given reactions, and the effectiveness and impact of online appearance. In my research, I used the method of netnography to reveal the differences and similarities in the appearance of social enterprises, the subjects of my investigation were international and domestic transport companies. Based on the research results, it can be concluded that social enterprises are using social networking sites more and more widely and with increasing intensity in many topics, including employer branding, but effectiveness can be increased with a targeted appearance, since social topics and the display of content related to responsibility elicit measurable reactions. They also discovered that social media is a suitable interface for presenting company activities and creating an identity as a tool.

Technology affordances and social withdrawal: The rise of hikikomori

AbstractThe prevalence of social withdrawal behaviors has been a growing concern in recent years. The concept of hikikomori, a severe social withdrawal condition, has gained increasing attention in high‐income societies and developed economies. The term applies to both the condition and the person experiencing it. Technology has been blamed for exacerbating the isolation of hikikomoris. Paradoxically, anecdotal evidence suggests that technology can help mitigate their social withdrawal. Drawing on affordance theory, this study explores the potential of technology as an intermediate intervention to help hikikomoris reintegrate into society by addressing the research question—“How are the affordances of technology leveraged to contribute to the gradual reintegration of hikikomoris into society?” This netnographic study is based on over 2‐year naturalistic observations of the Hikikomori Escape online community. Our findings identified seven types of affordances that facilitate Hikikomoris' social reintegration journey: anonymous storytelling, meta connectivity, information access for skill growth, peer networking and community building, online coaching, virtual‐to‐real connectivity, and tech‐enabled skill development. We discuss how three levels of technology affordances shape hihikomoris' self‐motivation to connect socially at the individual and community levels, facilitating their gradual reintegration into society. This research contributes by developing an empirically grounded framework of how technology can contribute to addressing social withdrawal among hikikomoris. Such knowledge is crucial for scholars, policymakers, and health professionals seeking to tackle this pressing societal challenge.

A Sociological Analysis of Religious Conversion in the Case of Deddy Corbuzier

This research aims to explore Deddy Corbuzier's religious conversion using a sociological analysis of religion. This research is a type of qualitative research with data collection through a netnographic study where researchers observe the YouTube channels of BEEM ARYO and Deddy Corbuzier, which discuss Deddy Corbuzier's conversion. The approach used is the sociology of religion. The discussion of this research includes religious conversion and the process and factors of Deddy Corbuzier's religious conversion. This research concludes that Deddy Corbuzier's religious conversion process took quite a long time from starting with environmental conditions, a crisis occurring, playing an active role in a particular religion, meeting with religious figures, then interacting with each other and finally making a commitment to change religions, thus getting its consequences for Deddy Corbuzier. Factors that influence this are interpersonal relationship factors, routine habit factors and religious leader factors. This research recommends comparative research on individuals or groups who undertake religious conversion or analysis of other approaches.

Modeling of the Policy Design to Build Public Confidence Facing Recession Issues

The condition of global economic uncertainty initiated the news that Indonesia is predicted to have the potential for recession. This study presents a model for designing policies to create public Confidence in East Java in the face of recession. The method used in this study begins with grounded theory and continues with modeling and policy simulation. Grounded theory is carried out with netnographic studies to find concepts and quantitative studies to test these concepts in the people of East Java. The netnography study was conducted by extracting sample data totaling 3,827 netizen comments using Nawala software and processed using NVIVO software. Quantitative studies are carried out by testing data collected with instruments in the form of questionnaires. The sample size amounted to 120, with respondents from East Java. Quantitative data were obtained using SPSS software to see how much influence factors affect public Confidence in East Java. Modeling is done using Powersim software, and policy simulation is done using Promethee software. The results show that low interest rates in optimistic simulations and Business as Usual (BAU) decisions can be made by Bank Indonesia (BI). The latest update in this research is that the modeling is carried out not only based on East Java's macroeconomic conditions but also on grounded theory studies in East Java community studies