“Netnography is a research method that studies online communities’ behavior and activities. It’s an innovative approach to ethnography involving the systematic observation, analysis, and interpretation of online data.” From: What is netnography?
“The term “netnography” is simply a term that refers to the study of the internet. According to the definition of ethnography (Henning, 2011), it is “the study and methodical record of human cultures. Also, a descriptive work resulting from such an investigation.”
Maybe you’ve been the object of ethnographic research.” From: Netnography: What it is & Why it’s Important