Abstract
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 language | English |
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Title of host publication | ANZMAC 2010 |
Subtitle of host publication | proceedings : doing more with less |
Editors | Ballantine Paul, Jörg Finsterwalder |
Place of Publication | Christchurch, New Zealand |
Publisher | University of Canterbury |
Number of pages | 8 |
ISBN (Print) | 9780473178208 |
Publication status | Published - 2010 |
Event | Australian and New Zealand Marketing Academy Conference (2010) - Christchurch, New Zealand Duration: 29 Nov 2010 → 1 Dec 2010 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference (2010) |
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City | Christchurch, New Zealand |
Period | 29/11/10 → 1/12/10 |