Netnography as a consumer education research tool

Research output: Contribution to journalArticlepeer-review

74 Scopus citations


‘Netnography’ is a research methodology in use since the late 1990s in the fields of consumer behaviour and marketing, but not fully utilized by researchers in the field of consumer education. This article argues that netnography is a helpful research tool for consumer education researchers who are interested in capturing and critically examining the education and learning occurring in informal sites of consumer education, especially in online communities. This article also presents an example of recent research conducted using netnography to understand how readers of the informal consumer education lifestyle magazine Budget Living created their own interpretations of meaning from the magazine.

Original languageEnglish (US)
Pages (from-to)288-294
Number of pages7
JournalInternational Journal of Consumer Studies
Issue number3
StatePublished - May 2007
Externally publishedYes


  • Consumer education
  • Informal consumer education
  • Netnography
  • Qualitative methodology

ASJC Scopus subject areas

  • Applied Psychology
  • Economics and Econometrics
  • Public Health, Environmental and Occupational Health
  • Marketing


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