The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities

Kozinets, Robert V.

doi:10.1509/jmkr.39.1.61.18935

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The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities

Author(s): Robert V. Kozinets

Publication date Created: February 2002

Publication date (Print): February 2002

Journal: Journal of Marketing Research

Publisher: American Marketing Association (AMA)

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Title: Journal of Marketing Research

Abbreviated Title: Journal of Marketing Research

Publisher: American Marketing Association (AMA)

ISSN (Print): 0022-2437

Publication date Created: February 2002

Publication date (Print): February 2002

Volume: 39

Issue: 1

Pages: 61-72

Article

DOI: 10.1509/jmkr.39.1.61.18935

SO-VID: fc386baf-9c43-41e7-a117-6db9cf633556

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The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities

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