Netnography is a qualitative research method that uses the internet as a data source, focusing on online consumer communities. This approach analyzes spontaneous discussions and comments exchanged on community or social media platforms regarding a brand, product, or social issue. However, netnography can present challenges due to the potential anonymity of participants, the transparency of the process, and the omission of nonverbal cues.

It is important to emphasize that the results of a netnographic study are not intended to be generalized, as it is primarily a qualitative analysis. Furthermore, the opinions and ideas expressed on a social network or community platform are not necessarily representative of the entire population studied. To delve deeper into the subject, a visual approach using video can also be informative. It is worth noting that netnography differs from simply monitoring social media.