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netnography is based on an ethnographic research approach to studying and understanding consumption-related aspects of customers' lives online (Kozinets, Jan 9, 2010 - Feb 3, 2019 - Jan 13, 2019 -Jul 5, 2015 - Netnography. ROBERT V. KOZINETS. York University, Canada. Netnography is the name given to a specific set of related ethnographic, data analysis, ethical,. Feb 3, 2019 - Feb 11, 2015 - Sep 4, 2017 - Kozinets, Robert V. (2002), “The Field Behind the Screen: Using. Netnography for Marketing Research in Online Communities,”. Journal of Marketing Research,