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Netnographic research is a qualitative method that has gained prominence in the social
sciences, providing an innovative approach to the analysis of social phenomena in the digital
environment. This methodology emerged as an extension of traditional ethnography, adapting
itself to the virtual context and the dynamics of online interactions. Netnography aims to
understand the complex interactions and social practices that occur on digital platforms,
allowing an in-depth investigation of the behaviors, values, identities and cultural patterns that
emerge in this scenario.
The netnographic methodology also aligns with the collaborative spirit of the digital
age, encouraging the active participation of researchers in the online communities being
studied. This direct involvement allows for a more authentic understanding of social practices,
as researchers insert themselves into social dynamics and experience, to some extent, the
investigated contexts.