Exploring business in the digital era: netnography as a research tool

Abstract

This article presents netnography as an innovative methodological strategy within a qualitative research design supported by digital tools involving companies with limited availability to participate in face-to-face interviews or surveys. The objective was to explore the use of netnography as a viable methodological strategy for data collection in companies with limited availability due to heavy workloads. In response to the need to gather authentic information from within organizations, this study proposed a research technique based on the observation and analysis of interactions in digital environments. The research followed a qualitative case study design focused on describing communicative practices between companies with heavy workloads and a higher education institution through the use of netnography. The findings revealed that applying netnography as a methodological strategy made it possible to obtain valuable internal information from companies, overcoming access barriers and enriching the qualitative analysis. It is concluded that the pertinent methodological strategy for accessing highly time-constrained organizations is one that involves a combination of factors such as the informant’s time availability, information and communication technologies (ICTs), digital social networks, documentary methods, and the crucial role of the gatekeeper. Finally, the article discusses the advantages, limitations, and recommendations for applying this strategy in future studies within similar business contexts.