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Netnography: A novel methodology for nursing research.

Susan E Smith1, Nina Sivertsen2,3, Lauren Lines1

  • 1College of Nursing and Health Science, Flinders University, Adelaide, South Australia, Australia.

Journal of Advanced Nursing
|July 19, 2023
PubMed
Summary

Netnography, an online research method, successfully engaged vaccine-hesitant parents and pregnant women. This adaptable approach offered creative insights and co-created knowledge within this often-marginalized community.

Keywords:
cyberculturenetnographyparentssocial mediavaccine hesitancy

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Area of Science:

  • Nursing Research
  • Qualitative Methodology
  • Digital Ethnography

Background:

  • Vaccine-hesitant populations, including parents and pregnant women, are challenging to recruit for traditional research.
  • Netnography offers a novel approach to study digitally networked societies and cultural insights.
  • Nursing research benefits from humanistic methodologies focused on patient outcomes.

Purpose of the Study:

  • To critically reflect on the team's experience using netnography with vaccine-hesitant individuals.
  • To explore the utility of netnography in nursing research for hard-to-reach populations.
  • To assess the adaptability and effectiveness of netnography in qualitative research.

Main Methods:

  • A qualitative study employing netnography as the primary methodology.
  • Utilized an online, minable data source for data collection.
  • Literature search conducted for relevant studies from 2015-2023.

Main Results:

  • Netnography proved adaptable and creative in its application.
  • The online platform was readily accepted by participants.
  • The study facilitated co-creation of knowledge with participants.
  • Four key insights were gained from the netnographic approach.

Conclusions:

  • Netnography is a creative and effective methodology for accessing and engaging marginalized groups, such as vaccine-hesitant communities.
  • The use of familiar and safe online platforms enhances participant engagement.
  • Netnography provides access to extensive, minable data sources relevant to nursing research.