Abstract
Both videography and netnography contain relatively new practices for collecting and analysing data that can be used for formative research in social marketing. The combination of the internet and video also offers new presentation opportunities for research that can potentially reach a broad audience of academics, managers, NGOs, government officials, and ordinary consumers. In the treatment that follows we suggest some common elements between the two methods before first addressing videographic methods and providing a case study of its use for social marketing purposes. We follow with a summary of netnographic methods. To close, we discuss opportunities as well as issues in using both techniques in formative research for social marketing.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
Key Internet Sources
Filmmaker, Six Essential Sites for the No-Budget Filmmaker: http://filmmakermagazine.com/75699-essential-websites-for-the-no-budget-filmeditor/#.VqSgIzbXJbw.
Filmora, Top Ten Best Online Video Editors for Editing Video Online: http://filmora.wondershare.com/video-editor/free-online-video-editor.html.
Films by Consumer Researchers: https://vimeo.com/groups/136972.
Journal of Research for Consumers: http://www.jrconsumers.com.
Netnography: The Art and Science of Social Media Anthropology: https://www.linkedin.com/start/join?trk=login_reg_redirect&session_redirect=https%3A%2F%2Fwww.linkedin.com%2Fgroups%2F1602247.
Robert Kozinets blog: http://kozinets.net.
The Joy of Filmmaking: http://joyoffilmediting.com/index.php/editing-resources/.
Key Readings
Belk, R. (2011). Examining markets, marketing, consumer and society through documentary films. Journal of Macromarketing, 31(4), 403–409.
Belk, R. W., & Robert, V. K. (2005). Videography in marketing and consumer research. Qualitative Marketing Research, 8(2), 128–141.
Kozinets, R. V. (2015). Netnography: Redefined. London: Sage.
References
Bakken, S. A. (2015). Silk road 2.0: A study of cryptomarkets in a deleuze-guattarian perspective. Unpublished Master’s Thesis. University of Oslo Department of Criminology and Sociology of Law, Faculty of Law, Norway.
Belk, R., Groves, R., & Østergaard, P. (2000). Aboriginal consumer culture. Research in Consumer Behavior, 9, 1–45.
Berdychevsky, L., & Nimrod, G. (2015). Let’s talk about sex’: Discussions in seniors’ online communities. Journal of Leisure Research, 47(4), 467–484.
Berger, I. E., O’Reilly, N., Parent, M. M., Seguin, B., & Hermandez, T. (2008). Determinants of sports participation among Canadian adolescents. Sports Management Review, 11, 277–307.
Boellstorff, T. (2008). Coming of age in second life: An anthropologist explores the virtually human. Princeton, NJ: Princeton University Press.
Boellstorff, T., Nardi, B., Pearce, C., & Taylor, T. L. (2012). Ethnography and virtual worlds: A handbook of method. Princeton, NJ: Princeton University Press.
Hine, C. (2015). Virtual ethnography. London: Sage.
Kariippanon, K., Datjarranga, G., Senior, K., Kalfadellis, Narayan, P. V. & McCoy, B. (2015). World social marketing conference proceedings. Sydney, http://wsmconference.com/wp-content/uploads/2015/04/WSM-2015-Proceedings-book.pdf.
Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39, 61–72.
Kozinets, R. V. (2010). Netnography: Doing ethnographic research online. London: Sage.
Kozinets, R. V. (2015). Netnography: Redefined. London: Sage.
Pew Internet Reports. (2015). Cell phones in Africa: Communication lifeline. http://www.pewglobal.org/2015/04/15/cell-phones-in-africa-communication-lifeline/. Accessed January 23, 2016.
Pfeiffer, J. (2004). Condom social marketing, pentecostalism, and structural adjustment in Mozambique: A clash of AIDS prevention messages. Medical Anthropology Quarterly, 18(1), 77–103.
Rhazzali, K. (2015). Islam online: A netnography of conversion. In D. Enstedt, G. Larsson, & E. Pace (Eds.), Leiden annual review of the sociology of religion: Religion and internet (pp. 164–182). The Netherlands: Brill.
Sandlin, J. A. (2007). Netnography as a consumer education research tool. International Journal of Consumer Studies, 31, 288–294.
Ulosoy, E. (2012). Revisiting the Netnography: Implications for social marketing research concerning controversial and/or sensitive issues. In L. Robinson Jr. (Ed.), Marketing dynamism & sustainability: Things change, things stay the same…” (pp. 422–425). New Orleans, LA: Academy of Marketing Science.
Van Hout, M. C., & Hearne, E. (2015). “Plant or poison”: A netnographic study of recreational use of 1, 3-dimethylamylamine (DMAA). International Journal of Drug Policy, 26, 1279–1281.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Springer Science+Business Media Singapore
About this chapter
Cite this chapter
Belk, R., Kozinetz, R. (2017). Videography and Netnography. In: Kubacki, K., Rundle-Thiele, S. (eds) Formative Research in Social Marketing. Springer, Singapore. https://doi.org/10.1007/978-981-10-1829-9_13
Download citation
DOI: https://doi.org/10.1007/978-981-10-1829-9_13
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-10-1827-5
Online ISBN: 978-981-10-1829-9
eBook Packages: Business and ManagementBusiness and Management (R0)