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Journal: International Journal of Management (IJM) (Vol.10, No. 5)

Publication Date:

Authors : ;

Page : 357-364

Keywords : Ethnographic; Unique Methodological Approach; Digital Ethnography; Analysis;

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In light of recent developments in data transmission technology, the term "digital ethnography" has come to describe a new kind of ethnography that focuses on online social spaces of debate. There have been several initiatives in recent years to include online spaces in ethnographic studies, each of which has resulted in a unique methodological approach to online ethnography. The purpose of this study is to offer a comprehensive overview of digital ethnography as a methodology. Searching, selection, evaluation, and synthesis are the four pillars of the research process. We repeatedly searched Web of Sciences and Scopus for relevant contributions using a wide range of keywords that correlate to the various terms for digital ethnography. We used a selective approach throughout the selection step in order to critically examine prior studies and methods used in the field of digital ethnography. We used both inductive and deductive coding to conduct a content analysis of the articles in the analysis phase. As part of the synthesis process, we construct a typology to help us practically narrow down and organise a wide range of characteristics and digital ethnographic m/853 ethods. Social media ethnography, context digital ethnography, meta digitally ethnography, and crossmedia ethnography were identified as four distinct forms of ethnographic study based on the data acquired (Small vs. Big Data) and the method of fieldwork (meta or contextual field).

Last modified: 2023-05-23 18:27:41