{"id":"W1983895294","doi":"10.1509/jmkr.39.1.61.18935","title":"The Field behind the Screen: Using Netnography for Marketing Research in Online Communities","year":2002,"lang":"en","type":"article","venue":"Journal of Marketing Research","topic":"Digital Marketing and Social Media","field":"Social Sciences","cited_by":3857,"is_retracted":false,"has_abstract":true,"ca_institutions":"Kellogg's (Canada)","funders":"","keywords":"Netnography; Ethnography; Openness to experience; Sociology; Flexibility (engineering); Marketing; Commodification; Social marketing; Consumer research; Advertising; Psychology; Business; Computer science; Social media; Social psychology; World Wide Web; Anthropology; Economics; Management","routes":{"ca_aff":true,"ca_fund":false,"ca_venue":false,"about_ca":false,"invisible_to_affiliation_only":false},"retraction":null,"screen":null}