Netnography in digital marketing: an analysis of applications, challenges and emerging techniques; [Netnografia em marketing digital: uma análise de aplicativos, desafios e técnicas emergentes]

Urribarri Á.C.; Carroz M.B.; Vera K.J.C.; Verdesoto G.J.Z. · Revista Lasallista de Investigacion (2025) · DOI: 10.22507/rli.v22n2a3894

Resumen

Introduction: The increase in social interaction through digital platforms has given greater impetus to netnography, one of the fundamental qualitative methodologies for data analysis in digital marketing. This methodology allows the researcher to immerse himself in an online community, analyzing behaviors, interactions and shared meanings among its users. Objective: This article attempts to delve into the applications of netnography in the field of digital marketing, the challenges it faces and the analysis of techniques used. Materials and methods: A qualitative-quantitative approach was used, through bibliometric and content analysis. This objective was achieved by using the software: VOSviewer for the visualization of bibliometric data, while the R package, Bibliometrix, has been used for the analysis of a corpus of published literature related to netnography in marketing with a focus on trends and patterns of academic production. Results: It shows that netnography has been applied in multiple marketing contexts, such as the analysis of brand communities and digital consumer behavior. However, it also presents considerable challenges related to source selection and data management. Conclusion: This study considers netnography as an important tool to understand consumer behavior through digital environments; it is only necessary to overcome some methodological and ethical obstacles to discover its full potential. © (2025), (Corporacion Universitaria Lasallista). All rights reserved.

Instituciones: Universidad San Ignacio de Loyola