Netnography at the Cultural Crossroads: Global Consumers, Markets, and Methods
Journal: Journal of Global Marketing
Global marketing increasingly unfolds in digital spaces where local and global forces interact in real time. Netnography—a rigorous, immersive qualitative research method—has matured into a powerful approach for understanding these cultural crossings in consumers’ lived, platformed experiences. This special issue invites contributions that explore, apply or extend netnographic research methods to investigate a range…