期刊
JOURNAL OF BUSINESS RESEARCH
卷 124, 期 -, 页码 676-683出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2020.02.025
关键词
Digital ethnography; Data analysis; Ethics; Participant observation; Research design; Vulnerable consumers
类别
Digital ethnography is a emerging research technique that faces challenges in studying vulnerable populations. This article examines the role of digital ethnography in understanding new social orders among vulnerable consumers and generating nuanced social knowledge.
The social technologies of the web permit new techniques of research to emerge, often with novel ethical challenges. One such technique is digital ethnography. While there is a robust literature associated with digital approaches to ethnography, there is a lack of development in how digital ethnography can be used when researching vulnerable populations. This article seeks to clarify these methodological considerations, addressing the role of the researcher, data representation, and the ethical considerations necessary to research vulnerable consumers. We consider the various roles that digital ethnography can play in understanding emerging forms of social order in vulnerable consumer contexts, in generating social knowledge that is nuanced, participative, holistic, and practically orientated. We highlight a selection of the core issues concerning the use, practice and dissemination of digital ethnographic research available to social researchers, and how the incorporation of such methods can invigorate research on vulnerable consumers with new methodological innovations.
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