Netnography: General Characteristics and the Usability in the Field of Sport Sciences

Year 2020, Vol: 15 - Issue: 10. Year Special Issue, 5044 - 5064, 30.06.2020

Caner Özgen , Metin Argan

https://doi.org/10.26466/opus.720042

Abstract

The emergence of the Internet has caused the virtual communities to spread rapidly. This situation has revealed virtual cultures with unique features as well as the physical world. Due to its highly interactive structure, regardless of time and location, virtual communities have attracted the attention of researchers from different academic disciplines. In this context, analyzing the behavior of virtual communities, which are increasing day by day, has become a very important need in many disciplines. Numerous new research methods have been developed in the literature to respond to this need. Regarding the issue, Kozinets (1997) developed the netnography method specifically to study virtual communities. When the developing literature is analyzed in detail, it has been determined that there are a limited number of studies conducted in the field of sports sciences with the netnography method. In the light of the stated information, this research was designed in three main stages. First of all, detailed information about the application of the netnography method is given. In the second step of the research, systematic analysis of published articles on the netnography method was made in the literature of sports science. Finally, as a result of detailed systematic analysis, suggestions for new researches in the field of sports sciences have been given. As a result of the scans using various criteria, a total of 14 different publications were found in all indexes. All of the 14 publications that emerged were analyzed by content analysis method. This provides advantages and serious evidence in developing new research proposals related to the field. The suggestions are made in line with the systematic analysis of the related literature. This situation carries the suggestions put forward in the context of empirically supported information rather than a subjective opinion.

Keywords

Netnography, sports sciences, virtual community

Netnografi: Genel Özellikleri ve Spor Bilimleri Alanında Kullanılabilirliği

Abstract

İnternetin ortaya çıkması sanal toplulukların büyük bir hızla yaygınlaşmasına neden olmuştur. Bu durum fiziksel dünyanın yanı sıra kendine has özellikleri olan sanal kültürleri ortaya çıkarmıştır. Özellikle zamandan ve mekandan bağımsız olarak yüksek etkileşimli yapısı nedeniyle sanal topluluklar farklı akademik disiplindeki araştırmacıların ilgisini çekmiştir. Bu bağlamda sayısı gün geçtikçe artan sanal toplulukların davranışlarının analiz edilmesi birçok disiplinde oldukça önemli bir ihtiyaca dönüşmüştür. Söz konusu ihtiyaca cevap verebilmek için literatürde çok sayıda yeni araştırma metodu geliştirilmiştir. Konuyla ilgili olarak Kozinets (1997) sanal toplulukları incelemek için spesikf olarak netnografi yöntemini geliştirmiştir. Gelişen literatür detaylı olarak incelendiği zaman spor bilimleri alanında netnografi yöntemi ile gerçekleştirilen sınırlı sayıda araştırma olduğu tespit edilmiştir. İfade edilen bilgiler ışığında bu araştırma üç ana aşamada tasarlanmıştır. Öncelikle netnografi yönteminin uygulanmasına yönelik detaylı bilgiler verilmiştir. Araştırmanın ikinci basamağında spor bilimleri literatüründe netnografi yöntemine ilişkin yayınlanmış makalelerin sistematik analizi yapılmıştır. Son olarak yapılan detaylı sistematik analizler neticesinde spor bilimleri alanında yapılabilecek yeni araştırmalara yönelik öneriler verilmiştir. Çeşitli kriterler kullanılarak yapılan taramalar sonucunda bütün indekslerde toplam 14 farklı yayın tespit edilmiştir. Ortaya çıkan 14 yayının tümü içerik analizi yöntemi ile analiz edilmiştir. Bu durum alan ile ilgili yeni araştırma önerileri geliştirmede avantajlar ve ciddi kanıtlar sağlamaktadır. Yapılan öneriler ilgili literatürün sistematik analizleri doğrultusunda ortaya konulmuştur. Söz konusu durum ortaya konulan önerileri öznel bir görüşten ziyade ampirik olarak desteklenmiş bilgiler bağlamına taşımaktadır. Bütün bu bilgiler doğrultusunda araştırma kapsamında ortaya koyduğumuz öneriler alan ile ilgi eksikliklerin doldurulmasında geçerliliği sağlamış bilgiler olduğu ifade edilebilir. This provides advantages and serious evidence in developing new research proposals related to the field. The suggestions are made in line with the systematic analysis of the related literature. This situation carries the suggestions put forward in the context of empirically supported information rather than a subjective opinion.

Keywords

Netnografi, spor bilimleri, sanal topluluk

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