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

Yıl 2020, Cilt: 15 - Sayı: 10 Yıl Özel Sayısı, 5044 - 5064, 30.06.2020
https://doi.org/10.26466/opus.720042

Öz

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.

Kaynakça

  • Bartl, M., Kannan, V.K. ve Stockinger, H. (2016). A review and analysis of literature on netnography research. International Journal of Technology Marketing, 11(2), 165–196.
  • Belz, F.M. ve Baumbach W., (2010). Netnography as a Method of Lead User Identification. Creativity and Innovation Management, 19 (3), 304–313.
  • Bengry-Howell, A., Wiles, R., Nind, M., ve Crow, G. (2011). A review of the academic impact of three methodological innovations: Netnography. child-led research and creative research methods. Economic & Social Research Council, 1(11), 1–37.
  • Berger, IE., O’Reilly, N., Parent, M. M., Séguin, B., ve Hernandez, T. (2008). Determinants of sport participation among Canadian adolescents. Sport Management Review, 11(3), 277-307.
  • Bowler, G.M. (2010). Netnography: A method specifically designed to study cultures and communities online. The Qualitative Report, 15(5), 1270-1275.
  • Buhalis, D., ve Law, R. (2008). Progress in information technology and tourism, rogress in information technology and tourism management: 20 years on and 10 years after the Internet. Tourism management, 29(4), 609-623.
  • Catterall, M., P. Maclaran. (2001). Researching consumers in virtual worlds: A cyberspace Odyssey. Journal of Consumer Behaviour, 1(3), 228-237.
  • Caliandro, A. (2014). Handbook of anthropology in business, (RM. Denny, PT. Sunderland, Ed.). Ethnography in digital spaces: Ethnography of virtual worlds, netnography, and digital ethnography, içinde (s.738-76), New York: Routledge.
  • Cheng, M. (2016). Sharing economy: A review and agenda for future research. International Journal of Hospitality Management, 57(3), 60–70.
  • Creswell, J. (2009). Research design: Qualitative, quantitative, and mixed methods approaches. Research design. London: Sage.
  • Elliott, R., Yannopoulou, N. (2007). The nature of trust in brands: a psychosocial model. European Journal of Marketing, 41(9), 988-998.
  • Flint, DJ., Woodruff, RB., Gardial, SF. (2002). Exploring the phenomenon of customers’ desired value change in a business-to-business context. Journal of marketing, 66(4), 102-117.
  • Kozinets, RV. (1997). ''I want to believe'': A netnography of the X-Philes' subculture of consumption. Advances In Consumer Research, 24(1), 470-475.
  • Kozinets, RV. (2002). The field behind the screen: using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61-72.
  • Kozinets, RV. (2010), Netnography: Doing Ethnographic Research Online. London:Sage.
  • Kozinets, RV. (2015). Netnography. NJ: John Wiley & Sons.
  • Kozinets, RV., Dolbec, PY., Earley, A. (2014). The SAGE handbook of qualitative data analysis (U. Flick, Ed.). Netnographic analysis: Understanding culture through social media data. Içinde (s.262-276). Sage:London.
  • Langer, R., ve Beckman, S.C. (2005), Sensitive research topics: netnography revisited. Qualitative Market Research, 8(2), 189-203.
  • Maclaran, P., ve Catterall M. (2002). Researching the social web: Marketing information from virtual communities. Marketing Intelligence and Planning, 2(6), 319-326.
  • Markham, AN. (2004). Internet communication as a tool for qualitative research. Qualitative research: Theory. method and practice, 2, 95-124.
  • Marres, N. (2012). The redistribution of methods: on intervention in digital social research, broadly conceived. The sociological review, 60, 139-165.
  • McLuhan, M., ve McLuhan, MA. (1994). Understanding media: The extensions of man. NA:MIT press.
  • Penley, C., ve Ross A. (1991). Technoculture: Cultural politics. MN: University of Minnesota Press.
  • Popp, B., Germelmann, CC., ve Jung, B. (2016). We love to hate them! Social media-based anti-brand communities in professional football. International Journal of Sports Marketing and Sponsorship, 17(4), 349-367.
  • Radford, S. K., ve Bloch, P. H. (2012). Grief, commiseration, and consumption following the death of a celebrity. Journal of Consumer Culture, 12(2), 137-155.
  • Rogers, R. (2009). The end of the virtual: Digital methods. Amsterdam: University of Amsterdam Press
  • Tavakoli, R., ve Wijesinghe, SN. (2019). The evolution of the web and netnography in tourism: a systematic review. Tourism Management Perspectives,29(4),48-55.
  • Varnalı, K. (2013). Dijital kabilelerin izinde: sosyal medyada netnografik araştırmalar. İstanbul: Mediacat.
  • Wesch, M. (2009). YouTube and you: Experience of self-awareness in the context collapse of the recording webcams. Explorations in Media Ecology , 8(2), 19-34 .
  • Zikmund, WG., ve Babin, BJ. (2006). Exploring marketing research. NJ:Cengage learning.

Netnografi: Genel Özellikleri ve Spor Bilimleri Alanında Kullanılabilirliği

Yıl 2020, Cilt: 15 - Sayı: 10 Yıl Özel Sayısı, 5044 - 5064, 30.06.2020
https://doi.org/10.26466/opus.720042

Öz

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.

Kaynakça

  • Bartl, M., Kannan, V.K. ve Stockinger, H. (2016). A review and analysis of literature on netnography research. International Journal of Technology Marketing, 11(2), 165–196.
  • Belz, F.M. ve Baumbach W., (2010). Netnography as a Method of Lead User Identification. Creativity and Innovation Management, 19 (3), 304–313.
  • Bengry-Howell, A., Wiles, R., Nind, M., ve Crow, G. (2011). A review of the academic impact of three methodological innovations: Netnography. child-led research and creative research methods. Economic & Social Research Council, 1(11), 1–37.
  • Berger, IE., O’Reilly, N., Parent, M. M., Séguin, B., ve Hernandez, T. (2008). Determinants of sport participation among Canadian adolescents. Sport Management Review, 11(3), 277-307.
  • Bowler, G.M. (2010). Netnography: A method specifically designed to study cultures and communities online. The Qualitative Report, 15(5), 1270-1275.
  • Buhalis, D., ve Law, R. (2008). Progress in information technology and tourism, rogress in information technology and tourism management: 20 years on and 10 years after the Internet. Tourism management, 29(4), 609-623.
  • Catterall, M., P. Maclaran. (2001). Researching consumers in virtual worlds: A cyberspace Odyssey. Journal of Consumer Behaviour, 1(3), 228-237.
  • Caliandro, A. (2014). Handbook of anthropology in business, (RM. Denny, PT. Sunderland, Ed.). Ethnography in digital spaces: Ethnography of virtual worlds, netnography, and digital ethnography, içinde (s.738-76), New York: Routledge.
  • Cheng, M. (2016). Sharing economy: A review and agenda for future research. International Journal of Hospitality Management, 57(3), 60–70.
  • Creswell, J. (2009). Research design: Qualitative, quantitative, and mixed methods approaches. Research design. London: Sage.
  • Elliott, R., Yannopoulou, N. (2007). The nature of trust in brands: a psychosocial model. European Journal of Marketing, 41(9), 988-998.
  • Flint, DJ., Woodruff, RB., Gardial, SF. (2002). Exploring the phenomenon of customers’ desired value change in a business-to-business context. Journal of marketing, 66(4), 102-117.
  • Kozinets, RV. (1997). ''I want to believe'': A netnography of the X-Philes' subculture of consumption. Advances In Consumer Research, 24(1), 470-475.
  • Kozinets, RV. (2002). The field behind the screen: using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61-72.
  • Kozinets, RV. (2010), Netnography: Doing Ethnographic Research Online. London:Sage.
  • Kozinets, RV. (2015). Netnography. NJ: John Wiley & Sons.
  • Kozinets, RV., Dolbec, PY., Earley, A. (2014). The SAGE handbook of qualitative data analysis (U. Flick, Ed.). Netnographic analysis: Understanding culture through social media data. Içinde (s.262-276). Sage:London.
  • Langer, R., ve Beckman, S.C. (2005), Sensitive research topics: netnography revisited. Qualitative Market Research, 8(2), 189-203.
  • Maclaran, P., ve Catterall M. (2002). Researching the social web: Marketing information from virtual communities. Marketing Intelligence and Planning, 2(6), 319-326.
  • Markham, AN. (2004). Internet communication as a tool for qualitative research. Qualitative research: Theory. method and practice, 2, 95-124.
  • Marres, N. (2012). The redistribution of methods: on intervention in digital social research, broadly conceived. The sociological review, 60, 139-165.
  • McLuhan, M., ve McLuhan, MA. (1994). Understanding media: The extensions of man. NA:MIT press.
  • Penley, C., ve Ross A. (1991). Technoculture: Cultural politics. MN: University of Minnesota Press.
  • Popp, B., Germelmann, CC., ve Jung, B. (2016). We love to hate them! Social media-based anti-brand communities in professional football. International Journal of Sports Marketing and Sponsorship, 17(4), 349-367.
  • Radford, S. K., ve Bloch, P. H. (2012). Grief, commiseration, and consumption following the death of a celebrity. Journal of Consumer Culture, 12(2), 137-155.
  • Rogers, R. (2009). The end of the virtual: Digital methods. Amsterdam: University of Amsterdam Press
  • Tavakoli, R., ve Wijesinghe, SN. (2019). The evolution of the web and netnography in tourism: a systematic review. Tourism Management Perspectives,29(4),48-55.
  • Varnalı, K. (2013). Dijital kabilelerin izinde: sosyal medyada netnografik araştırmalar. İstanbul: Mediacat.
  • Wesch, M. (2009). YouTube and you: Experience of self-awareness in the context collapse of the recording webcams. Explorations in Media Ecology , 8(2), 19-34 .
  • Zikmund, WG., ve Babin, BJ. (2006). Exploring marketing research. NJ:Cengage learning.
Toplam 30 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Yöneylem
Bölüm Makaleler
Yazarlar

Caner Özgen 0000-0002-5083-026X

Metin Argan 0000-0002-9570-0469

Yayımlanma Tarihi 30 Haziran 2020
Kabul Tarihi 23 Haziran 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 15 - Sayı: 10 Yıl Özel Sayısı

Kaynak Göster

APA Özgen, C., & Argan, M. (2020). Netnografi: Genel Özellikleri ve Spor Bilimleri Alanında Kullanılabilirliği. OPUS International Journal of Society Researches, 15(1), 5044-5064. https://doi.org/10.26466/opus.720042