The Use of Netnographic Method in the Brazilian Management Postgraduate
DOI:
https://doi.org/10.5007/2175-8077.2017v19n47p163Abstract
The dynamics of the Internet and its social media requires a constant revision of the research methodologies of the area. Netnography is the methodology applied to investigate and interpret consumer behavior in virtual communities. This article presents the netnographic approach as a tool for the analysis of online information in studies developed at the Graduate Program in Administration in Brazil. A theoretical redecoration of the netnography and a bibliographical survey of theses and dissertations that used the method were carried out. The results demonstrated that the fieldwork studies began in 2006, but it was only in 2012 that the method became widely used. As limitations to the use of the method the lack of reliable data and the superficial interpretations stand out. Even so, the netnography is presented as a tool to analyze virtual groups, providing temporal and spatial flexibility and, allowing the emergence of insights, that become theoretical advances in the research in Administration.
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