Purpose This paper introduces digital praxiography as a qualitative digital research approach that extends netnographic and praxiographic principles to provide a framework for studying practices in digital service environments. The study explains the foundational aspects of digital praxiography, emphasizing means of data collection and analysis for digital and digitally mediated service settings. Design/methodology/approach This study follows a conceptual review methodology. The review process was iterative and interpretive, enabling the synthesis of diverse theoretical perspectives. This approach facilitated the development of a novel methodological toolkit tailored for studying service-related practices, allowing for a comprehensive understanding of digital praxiography. Findings The study reveals the potential of digital praxiography for researching digital service contexts. The paper discusses various data-collection modalities and their nuances, offering a detailed discussion of the application of digital praxiography and an agenda for future research. Originality/value This paper contributes to service research by offering a novel and advanced guide for applying digital praxiography. It breaks new ground by integrating and expanding praxiographic and netnographic approaches. The paper’s unique contribution lies in its detailed guidance on method adaptation that can be transferred to any digital and digitally mediated service setting.
Rainoldi et al. (Tue,) studied this question.