Sensitive research topics: netnography revisited

Abstract

Purpose -This paper discusses how netnography can be applied in order to conduct covert research on sensitive research topics. An analysis of a Danish internet message board on cosmetic surgery illustrates suggestions concerning modifications of netnography guidelines. Design/methodology/approach -Owing to the relevance of studying sensitive research topicsin particular when access to informants is difficult -netnography has been applied in an analysis of cross consumer online-communication about cosmetic surgery on a Danish internet message board. Methodological stages and procedures including entreé, data collection, analysis and interpretation have been followed. In terms of research ethics and member checks, however, the suggested guidelines have been modified. Findings -Empirical findings verify that consumers use internet message boards in order to exchange information and advice about cosmetic surgery. Especially the opportunity to masquerade and to cover their identities allows them to express attitudes, opinions, and experiences freely -and hence to study these in order gain deeper insights into consumption motives, concerns, and experiences. Originality/value -The paper suggests that netnography is a suitable methodology for the study of sensitive research topics, enabling the researcher in an unobtrusive and covert way to gain deeper insights into consumers' opinions, motives, and concerns. Based on a discussion of netnography's position in between discourse analysis, content analysis and ethnography, it is argued for the legitimacy of covert research, including a revision of existing guidelines for research ethics with regard to informed consent when conducting netnography.

Coping with loneliness: A netnographic study of doctoral students

“…Moreover, he suggests the following stages in conducting research: entry into the 'community', data collection, analysis and interpretation as well as member feedback. Although these steps are followed in some studies, for example, in an educational setting (O'Reilly et al 2007), these procedures have been modified by others who have developed arguments for conducting studies without informing users (see Langer and Beckman 2005;Beaven and Laws 2007;Janta et al 2012). It has been argued that the public nature of online fora negates the need to seek informed consent when using them as a source of data.…”

Reproductive Health and Medication Concerns for Patients With Inflammatory Bowel Disease: Thematic and Quantitative Analysis Using Social Listening (Preprint)

“…This approach offers unique advantages compared to traditional interviews or focus groups, including the ability to capture discussions among social media users without a moderator present. As a result, social listening may capture opinions from patients on sensitive topics or from those who might not necessarily choose to participate in a research study [17]. Participants also create communities within social media and network forums that draw patients from many different countries; gathering such a diverse and large group of participants for a focus group or interview-based study would be both logistically challenging and prohibitively expensive.…”

Making sense of digital traces: An activity theory driven ontological approach

“…Much of the early research focused on Web sites using "netnography" or "e-ethnography" (Hine, 2000), which focused on the analysis of Web site content, structure, links and changes over time (Schneider & Foot, 2005). Netnography studies also expanded beyond Web site analysis and explored discussions and interactions in the social Web, particularly in the fields of marketing and consumer behaviour, where access to large corpuses of data have offered in depth and difficult to access insights (Langer & Beckman, 2005;Nelson & Otnes, 2005).…”