A review and analysis of literature on netnography research

Netnography is a qualitative research method that explores digital tribes and consumer behaviour by means of ethnographic research conducted online. Considering the growing contributions in this research area, this study aims to provide a comprehensive review and analysis of the existing body of academic literature on netnography. This study involves a systematic content, citation, and bibliographic analysis as well as author patterns of 116 articles. The analysis shows an exponential increase of publications over time. Whereas research was primarily driven by a single author in the beginning, netnography is now starting to gain the attention of a growing number of authors. Since the term's introduction in 1997 this study provides a first systematic review of literature on netnography research.