Webethnogaphy: a typology of online contexts and consequent research implications

Daniel D. Prior, Lucy M. Miller

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


This paper presents a typology of online contexts for illustrating situational factors that are likely to impact webethnographic research. The paper makes distinctions between the online and offline scopes of cultural groupings as a primary determinant of data gathering technique. Other issues that are relevant from a webethnography perspective include the richness of available data, site functionality and the likelihood of accurate online representations by site users. This approach differs from currently accepted approaches to categorising websites since site functionality or site content does not form the primary basis of differentiation.
Original languageEnglish
Title of host publicationANZMAC 2010
Subtitle of host publicationproceedings : doing more with less
Editors Ballantine Paul, Jörg Finsterwalder
Place of PublicationChristchurch, New Zealand
PublisherUniversity of Canterbury
Number of pages8
ISBN (Print)9780473178208
Publication statusPublished - 2010
EventAustralian and New Zealand Marketing Academy Conference (2010) - Christchurch, New Zealand
Duration: 29 Nov 20101 Dec 2010


ConferenceAustralian and New Zealand Marketing Academy Conference (2010)
CityChristchurch, New Zealand


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