Methodology in motion: insights from the application of netnography

Purpose This paper aims to investigate the evolution and practical adoption of netnography as it is adapted to contemporary technological and institutional challenges. The case of the doctoral encounter with netnography provides a lens to reveal the broader methodological shifts of qualitative research in marketing as it deals with the challenges of increasing digitalization. Design/methodology/approach This study uses a hermeneutic, interpretive approach involving iterative cycling between individual narratives and the broader methodological landscape. Twelve in-depth, semistructured interviews with netnographic doctoral students were chosen to capture the frontline methodological improvisations occurring in response to digital instability. Findings The findings introduce a model of four methodological pillars acting as essential components for ensuring rigor in netnography: Relationships (supervision, peers), Resources (epistemic, material), Research (fieldwork, ethics) and Reflexivity (identity, emotion). These four pillars enable the development and advance of netnographic practice. Practical implications This study provides systematic advice and is a call for a robust methodological culture that supports netnographers in navigating the ethical and procedural complexities of qualitative digital marketing research. Originality/value This study provides a novel empirical basis for understanding how netnography evolves in practice. The doctoral journey provides a microcosm for developing a path for the evolution of the netnography method itself within academia.