Journal of Research in International Business and Management

Ethnographic Research in Digital Age

Abstract

Mann Zhang*, JeanMarc Gandonou and Nikhilesh Dholakia

With online transaction and consumption spaces evolving to become multifaceted, complex, and multimedia spaces, the ethnographic research landscape has changed dramatically. The paper reviews the literatures on online ethnography and identifies the challenges and opportunities to evolve ethnographic approaches. The paper argues that ethnographic research should take advantage of the opportunities offered by Web 3.0 and address the challenges it faces. The paper proposes new directions for future evolution of online ethnographic methods.

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