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Understanding customers is critical for service researchers and practitioners. Today, customers are increasingly active online, and valuable information about their opinions, experiences and behaviors can be retrieved from a variety of online platforms. Online customer information creates new opportunities to design personalized and high-quality service. This paper aims to review how netnography as a method can help service researchers and practitioners to better use such data.

A systematic review and analysis were conducted on 321 netnography studies published in marketing journals between 1997 and 2017.

The systematic review reveals that netnography has been applied in a variety of ways across different marketing fields and topics. Based on the analysis of existing netnography literature, empirical, theoretical and methodological recommendations for future netnographic service research are presented.

This paper shows how netnography can offer service researchers unprecedented opportunities to access naturalistic online data about customers and, hence, why it is an important method for future service research.

Netnographic research can help service firms with, for example, service innovation, advertising and environmental scanning. This paper provides guidelines for service managers who want to use netnography as a market research tool.

Netnography has seen limited use in service research despite many promising applications in this field. This paper is the first to encourage and support service researchers in their use of the method and aims to stimulate interesting future netnographic service research.

As immersive technologies gain wider adoption, contemporary service researchers are tasked with studying their service experiences in ways that preserve and attend to their holistic and human characteristics. The purpose of this paper is to provide service researchers with a new qualitative approach to studying immersive technologies.

Using logic and following established methodological rules, this article develops the scope, definition and set of procedures for a novel form of netnography specifically adapted for the study of immersive technologies: immersive netnography. The research question is “How might netnography be adapted to research service experiences in virtual and augmented environments, which include and overlap with the notion of a Metaverse?”

Immersive netnography should be at the vanguard of phenomenological service experience studies of augmented reality, virtual reality and the Metaverse. A set of data collection, analysis, ethical and representational research practices, immersive netnography is adapted to digital media phenomena (customer and employee) that include immersive technology experiences. Developed through logical argumentation after analyzing key differences between social media and immersive technology, immersive netnography is procedurally customized for experience research in immersive technology environments.

Three of the most significant practical limitations to producing high-quality netnography are rapidly changing contexts, scarce time resources and narrow researcher skillsets.

Industries and organizations may benefit from a new, holistically focused, ethically robust and culturally attuned market research method for understanding service experience in immersive technology contexts.

There have been no prior studies that develop netnography for the service research opportunities presented by immersive technologies. By applying the rigorous methodological guidance provided in this paper, future service researchers may find value in using specifically adapted qualitative research methods to study immersive technology experiences.

While quantitative survey design represents a default research method in the field of hospitality and tourism, qualitative approaches remain largely sidelined. This is particularly true for netnography, a novel method of scientific enquiry that targets the online interactions of various actors. The present chapter seeks to introduce the netnographic approach, outline its implementation in hospitality and tourism, as well as demarcate it from other methods, such as survey, text mining and content analysis. By giving an overview of recent studies employing netnography, the chapter demonstrates applied examples of ethnographic research online, presents a cross-cultural study on disappointing travel experiences and suggests further research avenues, such as cross-cultural investigation. It concludes by discussing strengths and weaknesses of the netnographic approach. The value of this chapter lies in its reflection of state-of-the-art research in hospitality and tourism based on netnography and the proposition of further directions of research.

Customer experience (CX) has become a major concern of business managers around the world and is considered a determinant factor of continuing corporate success. Despite the growing number of research studies focusing on the topic, knowledge remains underexamined in general, and specifically in terms of online users. Understanding how online platforms inspire travel experience is increasingly pertinent as visual contents acquire insignificance. This is especially relevant when travel is restricted such as during the COVID-19 outbreak. Nevertheless, there is a gap in the literature research on online CX in online visitor attractions. The study aimed to investigate the visitors' reviews of online visits during the lockdown. The research has followed the Netnography approach as modern qualitative research to understand the online CX of visiting virtually the attractions.

The results revealed three dimensions of cyber-tourist experiences related to the tourism-driven with its four subdimensions, the emotional reaction and expectation, and satisfaction and behavior intentions. The study adds to the better knowledge of the modern research methods dealing with the cyber-customer experience (CCX) by examining the Netnography method.

This research is a pioneering attempt to mitigate the impact of COVID-19 on tourists' experience and to highlight the opportunities for tourism practitioners to profit from the online presence, to be more accessible, and to increase their traffic to guaranty their online visibility.

Online communication technologies have profoundly affected consumption and buying behaviours, and put pressure on businesses to find ways of dealing with these developments. Businesses are increasingly experimenting with new approaches and tools to keep up, and netnography – ethnography applied to the web – has become popular. However, exploiting the potential of netnography requires companies to cope with new problems and acquire new capabilities. The purpose of this paper is to examine the organizational and managerial implications of using the netnographic approach in market research.

After a literature review on netnography in marketing research, the authors present a case study of best practice of netnography for market research: the research project of Dash-Procter & Gamble on Motherhood Support.

The authors found four issues as critical for exploiting the potential of netnography as a tool of market research: first, immersive involvement; second, mediated participation; third, the use of multiple techniques and distributed specialized capabilities; and fourth, the need for orchestrating the emergent network organization of the project. The quality of the research outcomes is related to the resources available and the integration of different roles and competences in the project.

Since netnographic studies involve collaborative research, further studies of experiences in organizing netnography projects are needed. These studies are bound to yield valuable insights.

Exploiting the potential of netnography implies experimenting with novel approaches and solutions in marketing research practices to orient management decisions and calls for developing skills to orchestrate research project networks.

The value of this work lies in zooming in on the methodological principles of netnography and zooming out on the networking managerial processes that make it possible to implement the networking required to exploit the potential of netnography.

The purpose of this paper is to investigate the distinct reasons and more common reasons that reduce customer satisfaction and are antecedents to customer churn behavior in the telecommunication industry.

The study adopted the netnography approach to investigate churn behavior by utilizing online user-generated content in qualified social media communities.

The investigation revealed that “data speed issue”, “ineffective relationship building”, “service area coverage issues” and “billing issues” are some of the most important attributes that influence a consumers' decision to churn. Further, the churn consequence influencers model summarizes the attributes that contribute to overall dissatisfaction and finally results in churn behavior. The study found out the application of the netnography approach in a quantitatively dominant research area and stands out with its insights from a rich qualitative data.

Proper clarification of customer expectations and pain points can help reduce customer churn. The study will serve as the basis for developing future churn prediction models that will contribute to the informed decision-making process.

Contributing to research on customer churn behavior, the study offers a novel attempt to study customer satisfaction and customer churn behavior jointly. The paper is the first attempt that contributes to the extant literature by adopting the unique qualitative approach to understand the reasons for telecommunication churn behavior in the emerging Indian market. Another contribution of this research is that the paper shifts the focus of the electronic word-of-mouth (eWOM) literature to the telecommunications industry, thus adding another block to ongoing research in eWOM communication.

The peer review history for this article is available at: https://publons.com/publon/10.1108/ OIR-02-2020-0048

The purpose of this paper is to explore in depth the special context and unique life experience of the online role-playing game and to provide insights regarding an interpretation of the situational context model.

This study uses netnography, online interviews, and the physical travel of researchers to the field for field participation and observations. The combination of netnography and online interviews combines online and offline studies to achieve more consistency in the data collection, analysis, and other processes. In-person participation in observations makes the research more realistic. The combination of these qualitative methods is helpful in achieving a more comprehensive and accurate research process.

The findings of the study can be classified into a three-stage situational context approach, which is presented in the form of propositions. Finally, the insight of the situational context model was developed.

This study only focussed on office workers and students in online role-playing game. Therefore, the samples should be extended to other massively multiplayer online games, including different nationalities and professions for comparative analysis and related studies. Through the expansion of the sample size, a representative and stable cyber model can be established.

The theoretical contribution of this study is to establish an interpretation of the situational context model and eight related propositions. The study revealed the mystery of female online role-playing games.

Drawing from industrial upgrading theories, this study aims to explore the issues of industrial upgrading and small and medium-sized enterprises (SMEs) development in an emerging market – China.

A contextual stepwise approach is undertaken by applying netnography and interviews to investigate manufacturing SMEs' perceptions on upgrading.

The study outlines three economic actors – government, industry and manufacturer; two upgrading factors – internal and external; a vicious circle that consists of thin profit, quality and imitation issues; and a benign circle that incorporates a list of upgrading capabilities – research and development (R&D), creativity, design and branding – in the context of upgrading to the value-added supply chain.

By integrating the findings with relevant literature, the authors propose a framework to best illustrate manufacturing SME upgrading. The findings reveal that Chinese manufacturing SMEs acquire upgrading capabilities through organizational learning during the upgrading process, which is affected by both external and internal factors in the constraints imposed by the interplay of relevant actors.

Through the innovative methodological approach, this study affords great insights into industrial upgrading from the perspective of manufacturing SMEs in an emerging economy – China.

COVID-19 has generated unprecedented circumstances with a tremendous impact on the global community. The academic community has also been affected by the current pandemic, with strategy and management researchers now required to adapt elements of their research process from study design through to data collection and analysis. This chapter makes a contribution to the research methods literature by documenting the process of adapting research in light of rapidly changing circumstances, using vignettes of doctoral students from around the world. In sharing their experience of shifting from the initially proposed methodologies to their modified or completely new methodologies, they demonstrate the critical importance of adaptability in research. In doing so, this chapter draws on core literature of adaptation and conducting research in times of crises, aiming to provide key learnings, methodological tips and a “story of hope” for scholars who may be faced with similar challenges in the future.

The study aims to use netnography to investigate the role of customers' contributions in social networks for NSD purposes.

The study adopted an exploratory case study methodology to conduct a content analysis of customers' contributions in a social network, namely www.mystarbucksidea.com. Netnography was used for data analysis and interpretation.

The findings reveal that online customers' interactions and dialogues enable customers to share and understand the context of using services, which in turn triggers emotions and cognition that help customers to generate and further enhance ideas for new services. Thus, the variety of customers and the sharing of their diverse roles have a positive influence on enabling participants of online social networks to generate new service ideas.

The findings are applicable to the study's context, but future research should try to triangulate and enhance them by conducting studies in other contexts. The findings also provide ideas on how to further investigate the observational learning processes and behavioural impacts taking place amongst customers' interactions within online social networks.

The findings provide several implications showing firms why and how to nurture, develop and moderate online customer interactions to enhance the effectiveness of their NSD processes.

The paper examines the role and the management of customers' contributions in social networks for NSD purposes. The topic has received only limited attention in traditional and online settings. Several suggestions for further research are also provided.