Using Netnography in Qualitative Accounting Research

Netnography (Kozinets, 2002) is a new research method that has become increasingly popular within the social sciences. The purpose of this presentation is to introduce the accounting scholar to this new methodology and suggest its role in qualitative accounting research. The key components of netnography are first outlined before reviewing recent scholarship in qualitative accounting that has used the method. The advantages and challenges of netnography are explored together with the opportunities it presents for researching new modes of accountability in the digital age.