Utilization of Netnography as a Health Care Research Methodology: Scoping Review

Area of Science:

• Health Services Research
• Digital Health
• Qualitative Methodology

Background:

• Netnography, a digital ethnography adaptation, is increasingly used in health care research.
• Inconsistent application, methodological transparency, and ethical reporting are noted challenges.
• A review of netnography's definition and operationalization in health care literature is warranted.

Purpose of the Study:

• To identify, examine, and report on the definition and operationalization of netnography in health care research.
• To synthesize findings on how netnography is applied across diverse health care contexts.
• To highlight variations in methodological and ethical reporting in netnography studies.

Main Methods:

• Scoping review conducted using the Joanna Briggs Institute framework.
• PRISMA-ScR guidelines followed for reporting systematic reviews.
• Comprehensive database searches and gray literature review, with independent double-screening of records.

Main Results:

• Eighty-two studies utilizing netnography in health care were included.
• Common applications include health communication, chronic illness, patient empowerment, and patient experiences.
• Significant variation exists in ethical reporting, with only 33% reporting formal ethical approval and just over half addressing informed consent.

Conclusions:

• Netnography shows promise for health care research, providing access to unique populations and insights.
• Inconsistent methodological and ethical reporting raises concerns regarding research rigor and accountability.
• Clearer guidance on ethical standards, methodological justification, and reporting is needed for future netnography applications in health care, especially for vulnerable groups.