Exploring the Dynamics of Netnography: A Captivating Guest Session at SBS

November 21, 2023: The Marketing department at SBS organized an enlightening guest session led by Dr. Asim Shabir, Ph.D., Assistant Professor and Program Coordinator for MS Marketing at SBS. The event saw the enthusiastic participation of Advanced Qualitative Research and MS Marketing students and esteemed faculty members from SBS.

The spotlight of the session was the distinguished guest speaker, Ms. Ulrike Gretzel, a Senior Research Fellow from the University of Southern California. Ms. Gretzel delved into the fascinating realm of "Netnography," a topic that has gained increasing importance in the ever-evolving marketing and cultural research landscape.

Adding to the richness of the session, Mr. Robert V. Kozinets, Professor at the University of Southern California, joined later, enhancing the depth of insights shared during the event.

Ms. Gretzel commenced the discourse by shedding light on the purpose of Netnography - a research methodology geared towards unraveling cultural and technocultural questions. Emphasizing the uniqueness of each Netnography project, she described it as an emergent process that can take various forms, ranging from participant observation to numerous engagements with online communities.

In her presentation, Ms. Gretzel outlined the key phases of a Netnography project, emphasizing the importance of a structured approach. The process involves focusing the research, collecting data, analyzing and interpreting findings, and effectively communicating the research outcomes.

A notable aspect of Ms. Gretzel's talk was her discussion on Research Ethics, an area undergoing constant evolution. She highlighted the intricacies of informed consent within the dynamic context of Netnography projects, stressing the need for researchers to navigate ethical considerations effectively.

The session provided a valuable platform for students and faculty to gain profound insights into Netnography. The engaging discussion led by Ms. Gretzel, supported by Mr. Kozinets, opened new horizons for understanding research methodologies in the marketing field, leaving the audience inspired and enlightened by the wealth of knowledge shared during the guest session.