Journal of Research in International Business and Management

JeanMarc Gandonou

College of Business, Eastern New Mexico University, New Mexico, USA

Publications

• Research Article   
  Ethnographic Research in Digital Age
  Author(s): 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... View More»
  DOI: 10.14303//jribm.2024.033

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