Publication Information

{'id': 'https://openalex.org/W1983895294', 'doi': 'https://doi.org/10.1509/jmkr.39.1.61.18935', 'title': 'The Field behind the Screen: Using Netnography for Marketing Research in Online Communities', 'display_name': 'The Field behind the Screen: Using Netnography for Marketing Research in Online Communities', 'publication_year': 2002, 'publication_date': '2002-02-01', 'ids': {'openalex': 'https://openalex.org/W1983895294', 'doi': 'https://doi.org/10.1509/jmkr.39.1.61.18935', 'mag': '1983895294'}, 'language': 'en', 'primary_location': {'is_oa': False, 'landing_page_url': 'https://doi.org/10.1509/jmkr.39.1.61.18935', 'pdf_url': None, 'source': {'id': 'https://openalex.org/S119950638', 'display_name': 'Journal of Marketing Research', 'issn_l': '0022-2437', 'issn': ['0022-2437', '1547-7193'], 'is_oa': False, 'is_in_doaj': False, 'is_core': True, 'host_organization': 'https://openalex.org/P4310320017', 'host_organization_name': 'SAGE Publishing', 'host_organization_lineage': ['https://openalex.org/P4310320017'], 'host_organization_lineage_names': ['SAGE Publishing'], 'type': 'journal'}, 'license': None, 'license_id': None, 'version': None, 'is_accepted': False, 'is_published': False}, 'type': 'article', 'type_crossref': 'journal-article', 'indexed_in': ['crossref'], 'open_access': {'is_oa': False, 'oa_status': 'closed', 'oa_url': None, 'any_repository_has_fulltext': False}, 'authorships': [{'author_position': 'first', 'author': {'id': 'https://openalex.org/A5071735756', 'display_name': 'Robert V. Kozinets', 'orcid': 'https://orcid.org/0000-0003-1724-8259'}, 'institutions': [{'id': 'https://openalex.org/I2801857525', 'display_name': "Kellogg's (Canada)", 'ror': 'https://ror.org/02y751y19', 'country_code': 'CA', 'type': 'company', 'lineage': ['https://openalex.org/I2801857525', 'https://openalex.org/I4210105924']}], 'countries': ['CA'], 'is_corresponding': True, 'raw_author_name': 'Robert V. Kozinets', 'raw_affiliation_strings': ['Kellogg School of Management, Northwestern University'], 'affiliations': [{'raw_affiliation_string': 'Kellogg School of Management, Northwestern University', 'institution_ids': ['https://openalex.org/I2801857525']}]}], 'institution_assertions': [], 'countries_distinct_count': 1, 'institutions_distinct_count': 1, 'corresponding_author_ids': ['https://openalex.org/A5071735756'], 'corresponding_institution_ids': ['https://openalex.org/I2801857525'], 'apc_list': None, 'apc_paid': None, 'fwci': 67.456, 'has_fulltext': True, 'fulltext_origin': 'ngrams', 'cited_by_count': 3669, 'citation_normalized_percentile': {'value': 0.99998, 'is_in_top_1_percent': True, 'is_in_top_10_percent': True}, 'cited_by_percentile_year': {'min': 99, 'max': 100}, 'biblio': {'volume': '39', 'issue': '1', 'first_page': '61', 'last_page': '72'}, 'is_retracted': False, 'is_paratext': False, 'primary_topic': {'id': 'https://openalex.org/T10609', 'display_name': 'Digital Marketing and Social Media', 'score': 0.9945, 'subfield': {'id': 'https://openalex.org/subfields/3312', 'display_name': 'Sociology and Political Science'}, 'field': {'id': 'https://openalex.org/fields/33', 'display_name': 'Social Sciences'}, 'domain': {'id': 'https://openalex.org/domains/2', 'display_name': 'Social Sciences'}}, 'topics': [{'id': 'https://openalex.org/T10609', 'display_name': 'Digital Marketing and Social Media', 'score': 0.9945, 'subfield': {'id': 'https://openalex.org/subfields/3312', 'display_name': 'Sociology and Political Science'}, 'field': {'id': 'https://openalex.org/fields/33', 'display_name': 'Social Sciences'}, 'domain': {'id': 'https://openalex.org/domains/2', 'display_name': 'Social Sciences'}}, {'id': 'https://openalex.org/T10145', 'display_name': 'Consumer Behavior in Brand Consumption and Identification', 'score': 0.9852, 'subfield': {'id': 'https://openalex.org/subfields/1406', 'display_name': 'Marketing'}, 'field': {'id': 'https://openalex.org/fields/14', 'display_name': 'Business, Management and Accounting'}, 'domain': {'id': 'https://openalex.org/domains/2', 'display_name': 'Social Sciences'}}, {'id': 'https://openalex.org/T13155', 'display_name': 'Digital Communication and Language', 'score': 0.9816, 'subfield': {'id': 'https://openalex.org/subfields/1709', 'display_name': 'Human-Computer Interaction'}, 'field': {'id': 'https://openalex.org/fields/17', 'display_name': 'Computer Science'}, 'domain': {'id': 'https://openalex.org/domains/3', 'display_name': 'Physical Sciences'}}], 'keywords': [{'id': 'https://openalex.org/keywords/netnography', 'display_name': 'Netnography', 'score': 0.9943541}, {'id': 'https://openalex.org/keywords/openness-to-experience', 'display_name': 'Openness to experience', 'score': 0.598295}, {'id': 'https://openalex.org/keywords/commodification', 'display_name': 'Commodification', 'score': 0.43218976}, {'id': 'https://openalex.org/keywords/consumer-research', 'display_name': 'Consumer research', 'score': 0.41540572}], 'concepts': [{'id': 'https://openalex.org/C153206804', 'wikidata': 'https://www.wikidata.org/wiki/Q3083754', 'display_name': 'Netnography', 'level': 3, 'score': 0.9943541}, {'id': 'https://openalex.org/C179454799', 'wikidata': 'https://www.wikidata.org/wiki/Q132151', 'display_name': 'Ethnography', 'level': 2, 'score': 0.6264755}, {'id': 'https://openalex.org/C84976871', 'wikidata': 'https://www.wikidata.org/wiki/Q2015673', 'display_name': 'Openness to experience', 'level': 2, 'score': 0.598295}, {'id': 'https://openalex.org/C144024400', 'wikidata': 'https://www.wikidata.org/wiki/Q21201', 'display_name': 'Sociology', 'level': 0, 'score': 0.5831132}, {'id': 'https://openalex.org/C2780598303', 'wikidata': 'https://www.wikidata.org/wiki/Q65921492', 'display_name': 'Flexibility (engineering)', 'level': 2, 'score': 0.5162456}, {'id': 'https://openalex.org/C162853370', 'wikidata': 'https://www.wikidata.org/wiki/Q39809', 'display_name': 'Marketing', 'level': 1, 'score': 0.4449065}, {'id': 'https://openalex.org/C57481673', 'wikidata': 'https://www.wikidata.org/wiki/Q1780322', 'display_name': 'Commodification', 'level': 2, 'score': 0.43218976}, {'id': 'https://openalex.org/C2777754422', 'wikidata': 'https://www.wikidata.org/wiki/Q17081927', 'display_name': 'Social marketing', 'level': 2, 'score': 0.43033904}, {'id': 'https://openalex.org/C2992166776', 'wikidata': 'https://www.wikidata.org/wiki/Q1141436', 'display_name': 'Consumer research', 'level': 2, 'score': 0.41540572}, {'id': 'https://openalex.org/C112698675', 'wikidata': 'https://www.wikidata.org/wiki/Q37038', 'display_name': 'Advertising', 'level': 1, 'score': 0.3257038}, {'id': 'https://openalex.org/C15744967', 'wikidata': 'https://www.wikidata.org/wiki/Q9418', 'display_name': 'Psychology', 'level': 0, 'score': 0.22513202}, {'id': 'https://openalex.org/C144133560', 'wikidata': 'https://www.wikidata.org/wiki/Q4830453', 'display_name': 'Business', 'level': 0, 'score': 0.22008744}, {'id': 'https://openalex.org/C41008148', 'wikidata': 'https://www.wikidata.org/wiki/Q21198', 'display_name': 'Computer science', 'level': 0, 'score': 0.20265144}, {'id': 'https://openalex.org/C518677369', 'wikidata': 'https://www.wikidata.org/wiki/Q202833', 'display_name': 'Social media', 'level': 2, 'score': 0.18826786}, {'id': 'https://openalex.org/C77805123', 'wikidata': 'https://www.wikidata.org/wiki/Q161272', 'display_name': 'Social psychology', 'level': 1, 'score': 0.16800904}, {'id': 'https://openalex.org/C136764020', 'wikidata': 'https://www.wikidata.org/wiki/Q466', 'display_name': 'World Wide Web', 'level': 1, 'score': 0.100550026}, {'id': 'https://openalex.org/C19165224', 'wikidata': 'https://www.wikidata.org/wiki/Q23404', 'display_name': 'Anthropology', 'level': 1, 'score': 0.09005481}, {'id': 'https://openalex.org/C162324750', 'wikidata': 'https://www.wikidata.org/wiki/Q8134', 'display_name': 'Economics', 'level': 0, 'score': 0.08407161}, {'id': 'https://openalex.org/C187736073', 'wikidata': 'https://www.wikidata.org/wiki/Q2920921', 'display_name': 'Management', 'level': 1, 'score': 0.07466191}, {'id': 'https://openalex.org/C34447519', 'wikidata': 'https://www.wikidata.org/wiki/Q179522', 'display_name': 'Market economy', 'level': 1, 'score': 0.0}], 'mesh': [], 'locations_count': 1, 'locations': [{'is_oa': False, 'landing_page_url': 'https://doi.org/10.1509/jmkr.39.1.61.18935', 'pdf_url': None, 'source': {'id': 'https://openalex.org/S119950638', 'display_name': 'Journal of Marketing Research', 'issn_l': '0022-2437', 'issn': ['0022-2437', '1547-7193'], 'is_oa': False, 'is_in_doaj': False, 'is_core': True, 'host_organization': 'https://openalex.org/P4310320017', 'host_organization_name': 'SAGE Publishing', 'host_organization_lineage': ['https://openalex.org/P4310320017'], 'host_organization_lineage_names': ['SAGE Publishing'], 'type': 'journal'}, 'license': None, 'license_id': None, 'version': None, 'is_accepted': False, 'is_published': False}], 'best_oa_location': None, 'sustainable_development_goals': [{'display_name': 'Quality education', 'id': 'https://metadata.un.org/sdg/4', 'score': 0.62}], 'grants': [], 'datasets': [], 'versions': [], 'referenced_works_count': 69, 'referenced_works': ['https://openalex.org/W1486582777', 'https://openalex.org/W1495038747', 'https://openalex.org/W1512194689', 'https://openalex.org/W1515587369', 'https://openalex.org/W1520548237', 'https://openalex.org/W1533200881', 'https://openalex.org/W1584687312', 'https://openalex.org/W1595569896', 'https://openalex.org/W1597877745', 'https://openalex.org/W1604353263', 'https://openalex.org/W1780581636', 'https://openalex.org/W180987033', 'https://openalex.org/W1860356718', 'https://openalex.org/W1971446071', 'https://openalex.org/W1971695502', 'https://openalex.org/W1985160332', 'https://openalex.org/W1994373531', 'https://openalex.org/W1997481215', 'https://openalex.org/W2009253706', 'https://openalex.org/W2010812063', 'https://openalex.org/W202576489', 'https://openalex.org/W2036986263', 'https://openalex.org/W2040332982', 'https://openalex.org/W2043533996', 'https://openalex.org/W2055876365', 'https://openalex.org/W2074108319', 'https://openalex.org/W2074863332', 'https://openalex.org/W2080858646', 'https://openalex.org/W2104901137', 'https://openalex.org/W2114133419', 'https://openalex.org/W2116339812', 'https://openalex.org/W2118243939', 'https://openalex.org/W2125706233', 'https://openalex.org/W2128099617', 'https://openalex.org/W2167142086', 'https://openalex.org/W2261029364', 'https://openalex.org/W2314309858', 'https://openalex.org/W2315353339', 'https://openalex.org/W2320979925', 'https://openalex.org/W2323074043', 'https://openalex.org/W2411089444', 'https://openalex.org/W2500696017', 'https://openalex.org/W2504714805', 'https://openalex.org/W2590098347', 'https://openalex.org/W2902225836', 'https://openalex.org/W2904927769', 'https://openalex.org/W2999507000', 'https://openalex.org/W3023920030', 'https://openalex.org/W3124373629', 'https://openalex.org/W3127908038', 'https://openalex.org/W3147133440', 'https://openalex.org/W338363685', 'https://openalex.org/W4211068185', 'https://openalex.org/W4230871039', 'https://openalex.org/W4233804181', 'https://openalex.org/W4240860573', 'https://openalex.org/W4249289665', 'https://openalex.org/W4255699659', 'https://openalex.org/W4256569209', 'https://openalex.org/W4285719527', 'https://openalex.org/W4297081765', 'https://openalex.org/W4299318152', 'https://openalex.org/W4299588845', 'https://openalex.org/W4376848407', 'https://openalex.org/W562297993', 'https://openalex.org/W614072125', 'https://openalex.org/W62069621', 'https://openalex.org/W646328161', 'https://openalex.org/W79229537'], 'related_works': ['https://openalex.org/W4306847656', 'https://openalex.org/W4253462973', 'https://openalex.org/W4253219698', 'https://openalex.org/W3141512028', 'https://openalex.org/W2789163649', 'https://openalex.org/W2125548588', 'https://openalex.org/W2096331405', 'https://openalex.org/W2005360961', 'https://openalex.org/W1985468200', 'https://openalex.org/W1500208903'], 'abstract_inverted_index': {'The': [0, 61], 'author': [1, 62, 94], 'develops': [2], '“netnography”': [3], 'as': [4], 'an': [5, 90, 99], 'online': [6, 22, 58, 68, 100], 'marketing': [7, 87, 106], 'research': [8], 'technique': [9], 'for': [10], 'providing': [11], 'consumer': [12, 59], 'insight.': [13], 'Netnography': [14], 'is': [15, 28], 'ethnography': [16, 36], 'adapted': [17], 'to': [18], 'the': [19, 51, 67, 71, 84, 93], 'study': [20], 'of': [21, 57, 76, 86, 98], 'communities.': [23], 'As': [24, 89], 'a': [25, 96], 'method,': [26], 'netnography': [27, 97], 'faster,': [29], 'simpler,': [30], 'and': [31, 37, 40, 54, 74, 78, 81, 103], 'less': [32], 'expensive': [33], 'than': [34, 42], 'traditional': [35], 'more': [38], 'naturalistic': [39], 'unobtrusive': [41], 'focus': [43], 'groups': [44], 'or': [45], 'interviews.': [46], 'It': [47], 'provides': [48, 63, 95], 'information': [49], 'on': [50], 'symbolism,': [52], 'meanings,': [53], 'consumption': [55], 'patterns': [56], 'groups.': [60], 'guidelines': [64], 'that': [65], 'acknowledge': [66], 'environment,': [69], 'respect': [70], 'inherent': [72], 'flexibility': [73], 'openness': [75], 'ethnography,': [77], 'provide': [79], 'rigor': [80], 'ethics': [82], 'in': [83], 'conduct': [85], 'research.': [88], 'illustrative': [91], 'example,': [92], 'coffee': [101], 'newsgroup': [102], 'discusses': [104], 'its': [105], 'implications.': [107]}, 'cited_by_api_url': 'https://api.openalex.org/works?filter=cites:W1983895294', 'counts_by_year': [{'year': 2024, 'cited_by_count': 152}, {'year': 2023, 'cited_by_count': 207}, {'year': 2022, 'cited_by_count': 251}, {'year': 2021, 'cited_by_count': 231}, {'year': 2020, 'cited_by_count': 257}, {'year': 2019, 'cited_by_count': 242}, {'year': 2018, 'cited_by_count': 222}, {'year': 2017, 'cited_by_count': 262}, {'year': 2016, 'cited_by_count': 244}, {'year': 2015, 'cited_by_count': 226}, {'year': 2014, 'cited_by_count': 254}, {'year': 2013, 'cited_by_count': 207}, {'year': 2012, 'cited_by_count': 180}], 'updated_date': '2024-12-23T10:13:36.621390', 'created_date': '2016-06-24'}