Netnography Method Research Articles

The Impact of User-Generated Content on Brand Attitude and Purchase Intention in the Foreign-owned catering brand Domino’s Pizza in China

This study explores the impact of User-Generated Content (UGC) on brand attitude and purchase intention for the foreign-owned catering brand Domino’s Pizza in China. Based on four key UGC variables—usefulness, enjoyment, credibility, and interactivity—the research constructs a model through literature review and questionnaire analysis. The results indicate that usefulness and credibility significantly positively influence brand attitude, while interactivity and enjoyment show no significant impact. Brand attitude, in turn, significantly positively affects purchase intention. Additionally, using netnographic methods, the study examines the forms, content, and consumer engagement behaviors related to UGC on the social media platform "Xiaohongshu" (Red). It finds that UGC is predominantly presented as a combination of text and images, with content focusing on product recommendations, reviews, and promotional information. Consumers tend to trust UGC more than corporate advertisements, as this trust stems from the authenticity and non-commercial nature of UGC creators. The study recommends that companies emphasize the authenticity and usefulness of UGC, enhance brand awareness through high-quality content and active engagement, and ultimately boost purchase intentions.

Popularity Of Da'wah Ustad Muhammad Ihsan As A Young Da'i Through Youtube Accounts In Lombok

Almost all da'I today appear active in preaching on social media, including Youtube, Instagram, Facebook, and Twitter. Several national preachers are already popular in Indonesia, namely Ustad Abdussomad, Ustad Syam, Ustad Hadi Hidayat, and Gus Baha'. Local preachers, such as TGH Muammar Arafat, TGH Mukhlis Ibrahim, and Dr. TGH Zainudin Abdul Majid, are also popular for da'wah. Today, another young preacher is popular in society; the source of his Popularity comes from the theme of preaching, methods of preaching, and social media accounts. Ustad Muhammad Ihsan fa, familiarly known as Ustad Ocet, is a young preacher from Lombok who is popular today. So, researchers want to explore the Popularity of Ustad Muhammad Ihsan's Da'wah through his Youtube account. This research uses the Net Nography method, an ethnographic approach, to analyze social interactions in cyberspace. Researchers focused on looking for data related to Ustad Muhammad Ihsan's preaching content on several Youtube accounts using steps such as Identifying social network platforms, collecting data, analyzing data using specific qualitative analysis methods, content analysis, and interpretation and conclusions from all data. The results of this research show that the Popularity of Ustad Muhammad Ihsan's preaching as a Young Da'I through his Youtube account in Lombok is proven by several things such as First, He is still young but has the skills to preach. Second, have a friendly attitude. Third, many Youtube channels upload lecture videos. Fourth, using interesting da'wah methods such as the humorous da'wah method, the communicative da'wah method, the singing da'wah method, and the storytelling da'wah method.

Dari Kitab ke Klik: Literasi Moderasi Beragama Pondok Pesantren di Dunia Digital

This qualitative research explores the relationship between Islamic boarding schools and Ngaji Online in the digital realm. This research aims to identify the diversity of Turats books in Indonesian Islamic boarding schools, analyze Islamic boarding school Turats studies expressed in the digital space, and explain studies of religious moderation in Islamic boarding school Turats in the digital space. This research uses the Netnography method which places digital society ethnographically. However, to explain the connection with Turats pesantren, the initial data analyzed is the tradition of studying the Turats book in several Salaf, modern, and Salafy Islamic boarding schools, one aspect of constructing Islamic boarding school cultures. The results of this research indicate that there are quite significant differences between each Islamic Boarding School which is the object of research. The Turats studies taught in Islamic boarding schools are also presented online via each Islamic boarding school's social media.

A NETNOGRAPHIC RECEPTION ANALYSIS OF MAIN NEWS BULLETINS

Ethnography, one of the long-established methods of social sciences, has been frequently used especially by the fields of anthropology and sociology, and has come to the fore in the research of practices related to the social. The interactive structure of the internet with Web 2.0 has brought the idea of adapting the ethnography method to digital fields to the agenda. The foundations of a new method called Netnography, which focuses on examining the behaviour of virtual communities, have been laid and communication sciences have taken a leading role in its use. Researchers of the British Cultural Studies Tradition introduced the reception method to the literature and proposed a model called encoding-decoding. Contrary to the American Behaviourist Approach, the researchers stated that the texts presented by the mass media are not met with absolute acceptance by the society and argued that individuals construct a new meaning by filtering the messages presented through their own filters. In this study, by using these two methods together, the netnographic reception patterns of Ekşi Sözlük users regarding Atv Main News and Fox Main News bulletins were investigated. The 703 entries under the titles of the news bulletins in Ekşi Sözlük were analysed and categorised as dominant, negotiative and oppositional reading styles. Frequency distributions were generated using IBM SPSS Statistics 22.0 programme. Netnography method and reception methods were found to be suitable for use together; it was concluded that the reception styles of the viewers turned from dominant to negotiative and oppositional due to the departure of the popular presenter from the programme, the change in the ideological orientation of the programme, the non-compliance with the principle of impartiality, and the echo chamber effect.

Appreciating Amartya Sen’s Thought for Religious Freedom in Indonesia

The right to freedom of religion for everyone is regulated in the Constitution of the Unitary State of the Republic of Indonesia (NKRI). This right should be possessed and practiced properly for a better life of the nation and state. This research aims to appropriate Amartya Sen's thoughts for the practice of religious freedom in Indonesia. By tracing Amartya Sen's thoughts on freedom, this article seeks to ask questions such as how the pattern of religious freedom for citizens in Indonesia, which is pluralistic, and how the limits of religious freedom should be applied. This research uses two methods of data collection. First, the literature review method to trace the thoughts of Amartya Sen. Second, the netnography method to obtain data related to the practice of religious freedom in Indonesia. The data found were then analyzed using deductive-inductive content analysis techniques. After that, this research then appropriates Amartya Sen's thoughts for religious freedom in the Indonesian context. This research finds that religious freedom is the right of every citizen and the state should protect and guarantee these rights with the right mechanism.

Instagram as a Tourism Village Promotion Media: A Study of Sumber Urip Tourism Village

Instagram has emerged as one of the most popular social media platforms, widely used not only for personal purposes but also for group or institutional needs. This study examines the utilization of Instagram as a promotional medium for Sumber Urip Tourism Village. In the digital era, social media has become a crucial tool in tourism destination marketing strategies; however, its effectiveness in the context of rural tourism villages requires further exploration. The aim of this research is to analyze content strategies, engagement levels, and their impact on the promotion of Sumber Urip Tourism Village through the Instagram account @sumber.urip__. Employing a qualitative approach with netnographic methods, this study conducts digital content analysis on Instagram posts from December 2020 to September 2024. The results indicate that while Instagram holds great potential as a promotional medium, its utilization by Sumber Urip Tourism Village has not been optimal. Inconsistencies in posting frequency, limited use of hashtags, and lack of interaction with followers were observed. Visual content, especially that showcasing natural beauty, received positive responses but was not supported by a strong storytelling strategy. The research also reveals a lack of collaboration with influencers or other tourism accounts, which could enhance the destination's visibility and credibility. In conclusion, a more comprehensive and planned strategy is needed in leveraging Instagram, focusing on content consistency, interactivity, storytelling, and optimal utilization of platform features to increase the effectiveness of digital promotion for Sumber Urip Tourism Village.

Visitors’ Experiences of Deyrulzafaran Monastery Through Netnography Approach

This article analyzes the experiences and perceptions of visitors to Deyrulzafaran Monastery using the netnography method. Netnography is a research method that aims to understand participants' experiences and perspectives in depth by examining content shared in online communities and social media platforms. The study reveals how the touristic experiences of Deyrulzafaran Monastery are perceived by examining visitor comments on TripAdvisor. As a result of the content analysis, the experiences of visitors to Deyrulzafaran Monastery were determined as six components. These components; unforgettable experience, satisfaction, intention to recommend and revisit, historical experience, cultural learning experience, gastronomic experience and guide features. This netnographic analysis aims to contribute to a better understanding of visitor experiences of cultural and historical sites and the development of tourism management strategies. Especially in the digital age, analyzing visitor feedback provides important information on how tourism destinations can adapt to meet visitor expectations.

‘Travelling for $1 a day!?’ Introducing rental vehicle relocation as a tourism practice

ABSTRACT The objective of this paper is to introduce and explore the concept of rental vehicle relocation (RVR) as a mode of transport and beyond for (drive) tourists. By situating RVR within the domain of drive tourism, we contextualise its emergence amidst current scholarly discourses. Methodologically, we adopt a dual-methods strategy that integrates autoethnographic and netnographic methods to collect material in the specific context of New Zealand. The findings shed light on the multifaceted role of RVR, highlighting its significance as a mode of transport, an attraction for travellers, and a unique tourist experience. Our research makes theoretical contributions towards establishing RVR in a distinct position within the tourism ecosystem. Furthermore, this research presents practical implications for RVR platforms and rental car providers at large to acknowledge, refine, and promote RVR services.

Men's skincare trends: Korean wave hyperreality media men's beauty standards

The desire for a white and smooth face is not only a woman's need, but has become a man's need as well. This new phenomenon is influenced by the globalization of the Korean wave, which has created contemporary cultural standards. Such as the increased need for facial skin care products among men. Therefore, this paper discusses how the development of the Korean Wave affects men's skincare needs that are provided through Instagram. It even leads to the emergence of a new hyperreality that replaces the previous cultural standard. Hyperreality is the result of postmodernism, which makes the role of media a source of new human needs. The preparation of this paper is through the netnography method and literature review. The netnography method itself is a development of ethnography that uses Internet media to find information and connect with informants. Netnography helps research to examine social phenomena that appear in the Internet world, and has special methods in interviewing and validating information data obtained from Internet media. This paper shows that Somethinc's local product is a symbol of hyperreality that shifts the special needs of one gender to a common need raised by the globalization of the Korean Wave at this time. The new standards of life brought by the media show that the media has penetrated human life. It has even become a new standard or a standard for the continuation of life.

A Negotiating K-Pop Fanboy Micro-Celebrity Masculinity on Instagram

This study explores the methods used by micro-celebrity K-pop fanboys to negotiate their masculinity as male K-pop fans on Instagram. K-pop fanboy micro-celebrity is a term used to refer to K-pop fanboys who had transformed into micro-celebrities. The existence of K-pop fanboys wa often associated with non-hetrosexual streotypes and stigmas such as 'sissy' and 'faggot,' which placed them was in an unfair social order. Therefore, K-pop fanboys, especially those who had become micro-celebrities, it felt the necessaries to negotiate their masculinity as male K-pop fans. The netnography method was used by observing of this study the Instagram accounts of K-pop micro-celebrity fanboys to understand the ways and strategies they used in negotiating their masculinity. Based on the results of the study, it was found the finding that the negotiation of masculinity carried out by K-pop micro-celebrity fanboys was done by adjusting themselves to the existing hegemonic masculinity values. This study observation was done through the formation of an 'ideal' body, showing their heterosexual relationships, and displaying various preferred activities other than K-pop. By aligning themselves with the values of masculinity developed in society, K-pop fanboys tried to show that as male K-pop fans, they could express their enthusiasm without having to sacrifice their masculine image.

Disabled people's experiences of English football fandom: Inclusion, exclusion and discrimination

This article employs a novel theoretical framework, rooted in the social relational model of disability alongside the concept of ableism, to critically analyse disabled football supporters lived experiences of inclusion and exclusion in English Football. In seeking to shed light on this hitherto neglected field, this study utilised a dual-phased qualitative approach comprised of two complementary netnographic methods, specifically online observations of fan message boards and online semi-structured interviews with 33 disabled football supporters of clubs in the English Football League and National League. We demonstrate that while some clubs provide inclusive spectator environments where disabled people experience moments of inclusion and belonging, they nonetheless face structural, social and psychological barriers before, during and after the matchday which create conditions that exclude, oppress and constrain full participation in football fandom. In doing so, this paper offers new insights into how the disabling nature of contemporary capitalist society continues to systematically exclude disabled people from areas of mainstream society – such as football fandom – to which they have a right.

Community-Driven Brakes on Violent Extremism: The Case of Non-Radicalization of the Czech Romani Minority

This paper introduces intra-community brakes on domestic violent extremism within the Czech Romani minority. We discuss how the community’s ties to nonviolent networks, approach to ideology, and family attachment worked against manifestations of violent extremism during three major episodes of political violence affecting the Romani in Czechia. The study draws on extensive empirical data gathered through ethnographic and netnographic methods and analytical tools provided by constructivist grounded theory for data analysis. Our work aims to contribute to the growing body of scholarship on the role of protective factors in preventing engagement in extreme forms of political violence. It would also like to encourage scholarly debate on the notion of marginalized groups as active agents maintaining security within their own communities.

Welcome to ‘Dalifornia’: Chinese digital nomads as mobile entrepreneurs

ABSTRACT Digital nomadism has gained increasing popularity as a lifestyle choice, fuelled by advancements in internet technologies, the availability of co-working spaces, and the impact of global pandemics. Despite its growing prominence, digital nomads who engage in entrepreneurial activities have received relatively limited scholarly attention, particularly in non-Western contexts. This research aims to address this gap by investigating the underlying mechanisms of Chinese digital nomads as entrepreneurs. Utilising a netnography method, data was collected from online communities where digital nomads actively participate and interact in China. By doing so, this study contributes to the existing literature on tourism using the concept of geo-arbitrage specifically tailored to digital nomad entrepreneurs.

Peran Media Sosial Dalam Mempromosikan Ekonomi Kreatif Berbasis Tenun Di Desa Sukarara, Kabupaten Lombok Tengah

Sukarara Village, Central Lombok Regency. Sukarara Village is known for its production of traditional woven fabrics that have high cultural and economic value. However, the main challenges faced are limited market access and low interest of the younger generation to preserve weaving skills. In this context, social media offers an effective solution to expand the promotional reach of woven products. Through platforms such as TikTok and Facebook, weaving artisans can showcase their products visually and interactively to a global audience. This research uses a qualitative approach with a netnography method to understand the interactions and digital marketing strategies used by local communities. The data sources studied were weaving craftsmen and weaving resellers. Data were collected through interviews, observation and documentation. Data analysis was carried out by collecting data, reducing data, presenting data, and conclusions. The instruments used were interview guidelines, observation guidelines, and documentation. Data validity was carried out by triangulating data, sources and techniques. The results showed that social media not only increased the visibility and sales of woven products but also helped in preserving local cultural heritage. TikTok, with its short video and live streaming features, proved particularly effective in attracting consumer attention and facilitating direct interaction. This research also reveals how local agents can modify and enrich social and economic structures through the use of social media, in line with Giddens' theory of structuration. For long-term sustainability, additional strategies to attract the younger generation and diversification of promotional platforms are required.

Netnografi Pesan Moral Dalam Vlog Atap Negeri Fiersa Besari

The rapid development of information technology has encouraged the presence of social media which has influenced changes in people's lifestyles and communication patterns. One product of this technological development is YouTube. This research aims to find out the moral message in the Atap Negeri vlog on Fiersa Besari's Youtube in the video entitled "Gunung Patah-Bengkulu". This research is qualitative research using netnography methods. In this research, the author chose the 30 comments most frequently mentioned by netizens on comments pages. Then create coding which then produces 30 (thirty) abstractions which are then formed into 3 (three) categories by the author according to experts. The theory used in this research is computer mediated communication (CMC). The results of the research show that after watching this vlog video, many netizens' perspectives are directed in a positive direction because there are many moral messages that can be taken away which are expressed again by them through the comments page. There are several categories in this research, namely the category of human relationships with nature, the category of human relationships with themselves and the category of human relationships with other humans in the social environment. Netizens' comments in this category can be used as material to raise the enthusiasm of the national roofing team, especially for Fiersa Besari, so that they can create more quality climbing content and also serve as evaluation material for the local government to prevent poaching of protected animals and illegal cutting of trees.

Examining Indonesia’s Aggression towards Malaysia over Tari Pendet Dispute in Youtube Comments: The Role of Collective Narcissism

This study analyses themes that emerged in discussions on YouTube comments by Indonesian regarding the 2009 Pendet Dance controversy. The research uses netnography methods with a qualitative approach. Using Netlytic, corpus was collected from YouTube under 'Malaysian Pendet Dance' keyword. There are 1030 comments gathered from 4 relevant videos. The corpus was selected and eliminated to 52 comments. For comparison, the corpus is divided based on the upload period, marked by the time Discovery Channel apologized to Indonesia. Based on collective narcissism understanding, researcher frames the emerging themes and sub-themes related to the nature of collective narcissism. The themes and sub-themes of the comments were then coded, compared, and projected with the help of NVivo software. The results show that there is a development of stacking narcissism themes across periods. The collective narcissism themes found in the 2009 period were aggressiveness; desire for justification and other nations’ recognition of own culture; prejudice which causes hostility. Meanwhile, during the commentary period from 2010 to present, the same themes are found, with the addition of sub-themes and three new main themes namely the hardship of forgetting old wounds; see oneself as a tortured victim; and radicalism-to which brought another issue. The conflict between the Indonesian and Malaysian began in 1963 in the Borneo conflict and still ongoing. The collective narcissism that Indonesian society displays towards Malaysia is mediated by the ideology of blind patriotism and the perceived threat to the group by external aggression.

The Behaviour of Netiquette in the Virtual Communication Culture of Mataram University Students

Indonesian netizens were named the most disrespectful netizens in Southeast Asia after the release of the Digital Civility Index (DCI) 2020 by Microsoft. Therefore, it is necessary to read and prepare formulations related to social media among the Indonesian people, especially the younger generation. This study aims to understand netiquette behavior in the virtual communication culture of Mataram University students. This research was conducted using the Netnography method in the Unram New Student Info Facebook group. This research uses a qualitative method. The total membership of the group is 33,700, representing a diverse community in terms of educational background and year of study. Data collection involved depth interviews, observation, documentation, and data triangulation. A sample of 2 informants and 4 subjects was selected for detailed analysis. The data was analyzed in three steps: data reduction, data presentation, and conclusion drawing. The results of this study indicate that, firstly, Mataram University netizens have understood netiquette by extrapolation even though they use other terms. Secondly, the attitude of Mataram University netizens tends to prioritize cognitive aspects in responding to all information on social media. Thirdly, in general, netizens from Mataram University have implemented netiquette well; however, when discussing campus politics or policies perceived as unfavorable to students, their responses tend to be varied and often do not prioritize netiquette.

Netnography Study of Followers of @zerowaste.id_official in Obtaining Information and Education about Zero Waste

The Instagram account of @zerowaste.id_official continuously campaigns for a lifestyle of zero waste in order people can start to sort and choose waste. This research is follow-up previous research about netnography study of the Instagram account of @zerowaste.id_official. This research focuses on followers of the account. Qualitative research using the netnography method was carried out especially for followers of the @zerowast.id_official to explore the information and education they received. Informants were randomly selected within the posting period in March, April and May 2023 and were analyzed qualitatively. The results show that posts from the account of @zerowaste.id_official are quite useful to start living with minimal waste and explain what should be done to minimize the waste generated. The informants also gave their opinion in terms of the posts and sometimes there was feedback from @zerowaste.id_official regarding the question or suggestion.

Islam in the digital infrastructure: the rise of Islamic cyber practices in Northern Nigeria

ABSTRACT This contribution investigates how people in Northern Nigeria appropriated and converted digital technology into the Islamic infrastructure. Using ethnographic and netnographic methods, I examine three ‘infrastructural outcomes’ or ‘infrastructural components’ of Salafi digital practices: the cyber imam figure; new notions of Islamic community (cyber ummah); and the notion of algorithmic religiosity. I propose the term ‘cyber imams’ to describe a set of Salafi scholars who use digital infrastructure to engage in digital da’wah, attract followers, and cultivate religious authority online. The cyber ummah is a dynamic cluster of different types of social media formations that have become a palpable and tangible community of believers through online interactivity and the experience of presence. I define algorithmic religiosity as the ability of social media algorithms to be used to shape certain religious subjectivities, build religious collectivity, and cultivate discrete religious authority. These tropes are enabled and afforded by the emergence of Islamic digital infrastructure.

S/exploitation, Self-Sexploitation and Self-Expression in Nigerian Music: Lyrics and Body Designs in the Videos of Yemi Alade

Some videos produced in the Nigerian entertainment industry are lush in the objectification and s/exploitation of the female body, which is common with hip-hop music superstars. This has continued to attract scholarly attention in feminism and media studies. In spite of the backlash, some Nigerian female music superstars have also adopted this trend in their music video productions. This article focuses on a Nigerian female hip-hop music star, Yemi Alade, with specific reference to two of her videos, Ferrari (2016) and Shake (2019), as uploaded on YouTube on 25 March 2016 and 20 November 2019 respectively. Adopting the Theory of Visual Pleasure as proposed by Laura Mulvey’s (1973), the study employs ethnography and netnography methods of data collection. By ethnography the visual content of the selected videos were adopted as data, while through netnography, selected comments by YouTube viewers were captured as data, and for analysis. Among other things, we observed that Alade’s fans were divided along different ideologies in her demonstration of objectification and s/exploitation, while many ignored the import of these projections. Many expressed discomforts at the messages and visuals of the videos, while others find pleasure and satisfaction in them. The study reveals that the import of objectification and sexploitation is detrimental mostly to women, while it delivers profiteering to the artiste-producer.