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Usefulness of Netnography in the Digital Banking Context

Usefulness of Netnography in the Digital Banking Context
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Author(s): Irina Dimitrova (Mid Sweden University, Sweden) and Peter Öhman (Mid Sweden University, Sweden)
Copyright: 2022
Pages: 15
Source title: Handbook of Research on Advanced Research Methodologies for a Digital Society
Source Author(s)/Editor(s): Gabriella Punziano (University of Naples Federico II, Italy) and Angela Delli Paoli (University of Salerno, Italy)
DOI: 10.4018/978-1-7998-8473-6.ch018


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This chapter discusses the usefulness of netnography as a research method in the digital banking context. Netnography has become a relative attractive data collection and data analysis method in some social science research areas but is still relatively unknown in financial research. Compared with other research methods, netnography seems to have some advantages in the digital banking world, such as real-time customer feedback. Moreover, virtual observations can be used not only by researchers but also by bank representatives to, for example, find out how bank customers can contribute to value co-creation.

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