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Abstract / Description of output
Netnography (Kozinets) is a new research method that has become increasingly popular within the social sciences. The purpose of this paper is to introduce the accounting scholar to this new methodology and suggest its role in researching issues of accountability. The paper first advocates the significance of the online world as a research site for the accounting scholar and provides a review of the extant accounting literature that has used the internet as a data source. It then summarizes the key components of netnography and reviews the recent scholarship in qualitative accounting that has used this new methodology. Opportunities for future research are subsequently discussed. In particular, the paper promotes the use of netnography for furthering an understanding of accountability, whether that be in private, public, or nonprofit organizations. Advances in technology have created new forms of engagement between corporates and stakeholders and between government and citizens. It has launched new arenas to complain and voice opinion and a plethora of new performance metrics. Netnography offers scholars the methodological tools to research such new modes of accountability in the digital age.
Original language | English |
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Number of pages | 14 |
Journal | Financial Accountability and Management |
Early online date | 6 Mar 2020 |
DOIs | |
Publication status | E-pub ahead of print - 6 Mar 2020 |
Keywords / Materials (for Non-textual outputs)
- accountability
- internet
- methodology
- netnography
- virtual ethnography
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Dive into the research topics of 'Navigating netnography: A guide for the accounting researcher'. Together they form a unique fingerprint.Activities
- 1 Invited talk
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Navigating Netnography
Ingrid Jeacle (Invited speaker)
10 May 2019Activity: Academic talk or presentation types › Invited talk