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A critical realist inspired multilevel research method: combining netnography and social network analysis to study consumer behavior in online communities

2022Journal article Open access
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dc.contributor.authorBaptista, Nuno
dc.date.accessioned2023-01-26T12:29:31Z
dc.date.available2023-01-26T12:29:31Z
dc.date.issued2022
dc.description.abstractFramed by the philosophy of critical realism, this methodological article proposes a research design involving a case-study approach that combines netnography with social network analysis to study consumer behavior and social interactions in online communities. This research strategy holds to a critical realist stratified emergent ontology, in which the empirical domain, comprising the experiences and perceptions of consumers, is qualitatively analyzed through a form of ethnography adapted to the online environment. The actual domain is explored through a quantitative method based on graph theory that investigates structure and agency processes by analyzing the patterns of social interaction. It is argued that this dualist approach allows researchers to inquire into the deepest level of reality or the real domain and to focus on structures and generative mechanisms as objects of inquiry. The philosophical reasoning for combining netnography and social network analysis is discussed as well as the quality of the research work in terms of reliability, validity, and potential for generalization.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationBaptista, N. (2022). A critical realist inspired multilevel research method: Combining netnography and social network analysis to study consumer behavior in online communities. European Journal of Management and Marketing Studies, 7(4), 313-332. DOI: 10.46827/ejmms.v7i4.1388pt_PT
dc.identifier.doi10.46827/ejmms.v7i4.1388pt_PT
dc.identifier.issn2501 - 9988
dc.identifier.urihttp://hdl.handle.net/10400.21/15392
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherOpen Access Publishing Grouppt_PT
dc.relation.publisherversionhttps://oapub.org/soc/index.php/EJMMS/article/view/1388pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/pt_PT
dc.subjectNetnographypt_PT
dc.subjectSocial network analysispt_PT
dc.subjectCase studypt_PT
dc.subjectCritical realismpt_PT
dc.titleA critical realist inspired multilevel research method: combining netnography and social network analysis to study consumer behavior in online communitiespt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.conferencePlaceBucharest, Romaniapt_PT
oaire.citation.endPage332pt_PT
oaire.citation.startPage313pt_PT
oaire.citation.titleEuropean Journal of Management and Marketing Studiespt_PT
oaire.citation.volume7pt_PT
person.familyNameBaptista
person.givenNameNuno
person.identifier.ciencia-idAD1D-892D-7353
person.identifier.orcid0000-0001-7130-0543
person.identifier.scopus-author-id57200392594
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication898aafa8-bdee-4d3a-8824-9cad73209814
relation.isAuthorOfPublication.latestForDiscovery898aafa8-bdee-4d3a-8824-9cad73209814

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