12 April 2023

Netnocon23 Programme – Netnography conference

Here is the draft High Level view of the programme for Netcon23 (a low-level view can be found further down the page). Please note that this may be updated over time.

Day 1: 26 July, The University of Salford, Peel Park Campus, Chapman Building

Estimated programme/times  

Time   Activities  
11.30 – 12.00 Registration, tea & coffee, NETNOCON ‘60s Shout Out’ 
12.00 – 13.30  Welcome, meet the conference team

Keynote ‘The netnography vision’ Professor Robert V. Kozinets

‘The future of netnography’ plenary session.
Our PhD Scholarship students will be invited to introduce themselves and their work for 60 seconds each

13.30 – 15.00 15 min extended abstract presentations  (2 parallel sessions)
15.00 – 15.15  Networking, Tea, coffee, NETNOCON ‘60s Shout Out’ 
15.15 – 16.45  15 min extended abstract presentations (2 parallel sessions)
16.45 – 18.15 15 min extended abstract presentations (2 parallel sessions)
18.15 – 19.30  Networking and evening reception 

Registration Process 

All participants attending the conference are invited to follow the registration process. This includes signing in at the venue, registering, and collecting the conference materials. All the information will be at the entrance of the venue (the campus will have NETNOCON23 signs, and our NETNOCON ‘bees’ will be around to guide and interact with you. Afterall, the ‘Manchester bee’ is one of the best-known symbols of Manchester and has been an emblem for the city for over 150 years. 

Building bridges 

  • NETNOCON ‘60s Shout Out’ is a space for you to share 60 seconds of your work and meet others. The ‘60 sec shorts’ will be made available on screens at the conference during breaks and social media platforms. It offers a great opportunity to connect and extend your ‘netno network’. Drop us a line if you wish to book a timeslot in advance info@netnocon.org 
  • Other networking opportunities will be available during the conference, including photo sessions, and travel back in time to Victorian Britain.   
  • About the venue – Peel Park dates to 1846 as one of the first public parks to be opened in the UK. The park features a host of attractions including the Marie Curie Field of Hope. Salford Museum and Art Gallery which allows you to explore “Lark Hill Place”, a northern street during Victorian times. You are invited to dress in Victorian clothes and wander in and out of the shops along the street. It also has a great coffee shop for any impromptu networking chats.  

Opening Ceremony 

The opening ceremony is a space to listen and interact with the conference team, the keynote speakers and other guests who will deliver speeches. 

The future: Plenary session with PhD students

We have more than 30 PhD students attending the conference. This will be an opportunity for you to meet them.


The full programme draft can be found below and includes information on topics/tracks. Each session will invite you to participate via Q&A and more. Conversations will benefit the concerned individuals and the field, but should always be kept supportive. 


Evening reception 

Day one ends with an evening reception offered by the conference host – The School of Health & Society, University of Salford. An opportunity to celebrate and network, engage with participants, speakers, and experts across fields of practice to build more interdisciplinary bridges. 


Day 2: 27 July [The University of Salford, MediaCityUK Campus] 


We welcome you to University of Salford, MediaCityUK campus. Situated on the Manchester Ship Canal in Salford, Greater Manchester, the campus shares an impressive waterfront site with BBC, ITV Granada, The Lowry Theatre, Imperial War Museum, The Studios and more. 

Time   Activities  
8.30 – 9.00  Registration, networking, tea, coffee 
9.00 – 9.45  Welcome & Keynote
9.45 – 11.15  15 min extended abstract presentations (2 parallel sessions)
11.15 – 11.30 Networking, tea, coffee 
11.30 – 13.00  15 min extended abstract presentations 
13.00 – 14.00  Lunch, networking, NETNOCON ‘60s Shout Out’ 
14.00 – 15.30   15 min extended abstract presentations (2 parallel sessions)
15.30 – 17.00  15 min extended abstract presentations  (2 parallel sessions)
17.00 – 17.45  Early Career Netnographers  panel discussion 
19.00 – 22.00  Conference Dinner to be held at the Lowry Pier 8 within The Lowry Theatre, at Salford Quays and MediaCityUK 



Day 2 is a celebration of all things Netnography. The full programme, released in due course, will include information on topics/tracks and designated rooms. 

Building bridges 

Day 2 will invite you to more ‘60s Shout Outs’ and networking. The day ends with a gala dinner at the Lowry, another iconic venue situated in MediaCityUK. 


Day 3: 28 July Netnography In Practice Day  [The University of Salford, MediaCityUK Campus] 

[can be booked separately]  

  • This is a space for you to get immersed into Netnography and learn from the experts! The day will include a set of dedicated netnographic workshops, lectures and industry experience.  
  • This extra day will offer many benefits for those interested in learning the fundamentals of Netnography. It aims to build cross-disciplinary bridges by exploring how Netnography can be applied to different disciplines, process and ethics in online research and immersive technology. Facilitated by Professor Rob Kozinets, this will be an opportunity to learn from the founder of netnography. 
  • You will have an opportunity to take part in debates, practical workshops and engage with industry participants. 
  • We are keen to make this day relevant to researchers with an interest in health and wellness. The emerging world of online communities are disrupting traditional care models. These communities, apart from offering people a space for health/wellbeing support and information provision, are rich data sources, which can influence care. 
Time   Activities  
9.30 – 10.00  Registration, networking, tea, coffee 
10.00 – 12.30  “Doing Netnography Today” Workshop facilitated by Professor Robert V. Kozinets 
12.30 – 13.30  Lunch, networking 
13.30 – 14.30  Netnography approaches and tools in practice (XR, AI) 
14.30 – 15.00   Networking, tea, coffee 
15.00 – 16.30  Debates and application of netnography concepts to health practice 
16.30 – 17.00  Closing remarks  

 Tentative draft (Low-level overview)


Parallel sessions program

 July 26, 13h30-15h00 – Full length presentations (Session 1)

“Phygital netnography: Investigating Physical/Digital Experience”—Part 1

  • Odoi, L., Doherty, A.M., Hewer, P., Embedded netnography: Building bridges by connecting digital and physical worlds.
  • Ram, P., Considerations in Autonetnography: Navigating Intersection of Conformity, Inclusion, and Ethics.
  • Deshbandhu, A., Netnography & Game Studies: Rethinking ethnographic approaches to virtual world interactions.
  • Eaton, G., Tierney, S., Wong, G., Mathani, K.R., An analytic auto-netnography of the online social spaces for paramedics working in primary care.

 July 26, 13h30-15h00 – Full length presentations (Session 2)

“Netnography for Researching Subcultures, Fandoms, and Gaming” – Part 1

  • O’Leary, K., ‘Gamifying Guinness’: A Netnography of New Porter.
  • Ahmed, W., Women’s Football Subculture of Misogyny: The Escalation to Online Gender-Based Violence.
  • Lu, Y., Netnography in emerging organisations: An organisational study of Chinese fan communities on social media.

 July 26, 15h15-16h45 – Full length presentations (Session 1)

“Capturing Platform Aesthetics, Agency and Affordances”

  • Gheza, K., Social media affordances: a qualitative analysis model to address its complexity.
  • Gambetti, R., Biraghi, S., Beccanulli, A., Theorizing zoomie technoculture: embodied netnography to capture the connected self.
  • Thompson, K., Self(ie)-Editing: Techno-Mediated Aesthetics on Instagram.
  • Bar-Gil, O., Hey google, Tell me how to use Netnography to study Google?.

 July 26, 15h15-16h45 – Full length presentations (Session 2)

“Precious Ties: Netnography to Study Value and Stakeholder Relationships”

  • Sthapit, E., Stone, M.J., Björk, P., Interactive value formation and its sources: A netnographic approach in the context of Airbnb.
  • Boukouyen, F., Yin and Yang of value: A holistic coexistence model.
  • Hammad, M., Raddats, C., Kearney, T., A Netnographic Investigation of Rapport Development Between Customers and Service Employees in Online Service Encounters.
  • Cruz, A., Fenton, A., Fletcher, G., Heinze, A., Using Netnography to Develop Stakeholder Value Personas.

 July 26, 16h45-18h15 – Full length presentations (Session 1)

“Phygital Netnography: Investigating Physical/Digital Experience”—Part 2

  • Fan, X., Exploring the experiential aspect of museum cultural products.
  • Ditta-Apichai, M., Gretzel, U., The representation of Thai community-based tourism experiences on social media.
  • Pera, R., Bagna, G., Why does beauty matter? The role of aesthetic appreciation in enhancing Consumer Wellbeing: The Outdoor Experience.
  • Ghorbani, M., Tonner, A., Tsougkou. E., The digital brand personality assemblage – a netnographic exploration across platforms.

 July 26, 16h45-18h15 – Full length presentations (Session 2)

“Creator Anthropologies: Investigating Influencers and their Ecosystems”

  • Bouarour, F., Reid, E., Online fashion and the performative cyber-power of social media influencers.
  • Timsard, S., Quinton, S., Building bridges between self-learner types and Kozinets’ online community typology.
  • Garwood-Cross, L., Reflecting on an entangled digital methods journey to understand if social media influencers can influence health.
  • Sweeney, E., Lawlor, M.A., Young consumers’ advertising literacy in the context of influencer marketing – a netnographic research agenda.

 July 27, 9h45-11h15 – Full length presentations (Session 1)

“Netnography for Researching Subcultures, Fandoms, and Gaming” – Part 2

  • Dimond, R., Making sense within the chaos of gang digital connections through netnography.
  • Humayun, M., Kozinets, R., Using Netnography to Navigate the Ideological Mazes of Crypto-Hive Minds.
  • Sanskriti, K. Locating Virtual Communities in a Fannish era: A Case Study of Korean Culture India Fanclub.
  • James, S., Cronin, J., Patterson, A., Accounting for the Lack of Lack: Fetishistic Disavowal within Networks of Desire.

July 27, 9h45-11h15 – Full length presentations (Session 2)

“Netnography for Investigating Education and Social Media Acculturation”

  • Leung, A.Y.T., Content marketing for educational purposes: What and how do consumers learn from online video tutorials?.
  • Sepehr, S., Dehghan Nayeri, H.,Social media consumption and pre-immigration consumer acculturation: A poststructuralist perspective.
  • Chinazzi, A., A Netnographic Study of Homeschooling in Italy.
  • Bensetita, A., Investigating the Use of Online Linguistic Practices among Kabyle Males and Females students of English on Facebook: An Analysis through Bourdieusian Social Practice.

 July 27, 11h30-13h00 – Full length presentations (Session 1)

“Transformative Netnography: Building Methods for Social Empowerment”-Part 1

  • Fanini, L., Netnography on the beach: invitation to a social ecological approach.
  • Anderson, M., Netnography as a Historical Method: Building Fair Trade Networks in India.
  • Serwański, T., Aluchna, M., Expanding the battlefield of social responsibility – consumer tactics towards brands in the face of war in Europe.

 July 27, 11h30-13h00 – Full length presentations (Session 2)

“Algorithmic and Market Culture: Studies and Methods Utilizing a More-than-human Approach”

  • Cavusoglu, L., Kozinets, R., More-than-human Prejudice: Using Netnography to Investigate Producer and User Conceptions of Algorithmic Bias.
  • Baudet, A., Bjørlo, L.V., Haunted by algorithms: Understanding the phenomenon of algorithmic aggravation.
  • Wastell, G., Hill, S.R., Joubert, A., Cancel Culture: The Dark Side of Social Media Marketing.
  • Eagar, T., Elkins, M., Shi, Y., Social Media Curations: Collecting Data in Risky Contexts through Crowdsourced Compilations.

 July 27, 14h00-15h30 – Full length presentations (Session 1)

“NetnoTok: Methodological Innovation in Studies of TikTok Culture”

  • Mouritsen, A.S., Studying TikTok users through the method of Mobile Data Donation – an unfiltered insight into the use of TikTok.
  • Yu, P., The Use of TikTok for Customer-Dominant-Logic: A Comparison of Basketball Fans in China and the USA.
  • McFarlane, A., Democratisation of fame: Does TikTok facilitate the pornification of class struggles?.
  • Qi, H., Understanding Content Provision and User Engagement on TikTok in China: A Netnographic Approach.

July 27, 14h00-15h30 – Full length presentations (Session 2)

“Transformative Netnography: Building Methods for Social Empowerment”-Part 2

  • Discetti, R., Marginalised voices and netnographic research: theoretical opportunities.
  • Primossi, V., Decloaking invisible disabilities.
  • Go Jefferies, J., Ahmed, W., Netnography and co-designed research: applying an ethic of care.
  • Munnelly, S., Using Social Media To Raise The Voice Of Chronic Pancreatitis Patients.

 July 27, 15h30-17h00 – Full length presentations (Session 1)

“Immersing in Technology: Studying the Metaverse, AI, and Social Robots”

  • Dimitrova, I., Öhman, P., Play and pay? Metaverse users’ behaviour and their real-world intention to fully adopt digital payment methods.
  • Belk, R., Arora, A., Chakraborty, A., Roy, G.R., PEAK Experiences: A Netnographic Study of Consumer Experience In Metaverse For Consumer Engagement.
  • Kerekes, M., Guiot, D., Le Nagard, E., Individuals’ connection with social robots in a successful appropriation: a netnographic exploration.
  • Kothari, A., Josiowicz, A., Discourse on Artificial Intelligence in Latin America: Netnography of Portuguese and Spanish Language Tweets.

July 27, 15h30-17h00 – Full length presentations (Session 2)

“In Times of Crisis: Netnography for the Study of Disruption”

  • De Simone, L., Global pandemics in the streets, local responses on the screens. Using netnography for studying consumer behavior changes during the COVID-19 lockdown in Chile.
  • Ashman, R., Radcliffe, L., Patterson, A., Gatrell, C., Re-ordering Motherhood and Employment: Mobilizing ‘Mums Everywhere’ during Covid-19.
  • Asena Salman, B., A Netnographic Survey of Turkish Twitter after the Earthquakes of February 2023.
  • Morozova, D., Ortega-Garcia, B., Re-negotiating values in time of the Covid-19 pandemic: fashion brand communication on the instagram. Cases of & Other Stories and Ganni.

July 27, 17h00-18h30 – Full length presentations (Session 1)

“Revealing Consumer Ideologies and Behavioral Shifts Using Netnography”

  • Güven, F.A., Güliz, G., The Role of Nationalism in Consumers’ Data Privacy Concerns.
  • Scheel, A., Fleshing out food controversies using netnographic methods.
  • Bui, C., Chen, N., Ozanne, L., Understanding the changes in sports viewership patterns: How and why consumers are using social media.
  • Pettit, F., Reframing responsibility: A netnographic study of sustainability communications and image restoration in the retail coffee sector.

 July 27, 17h00-18h30 – (Session 2): “Methodological innovations in Netnography: Presenting and Workshopping Cutting-edge Ideas”

  • Sattar, M.M., Examining the role of Travel Vloggers in creating not only destination image but also the country image—An analysis through Netnographic Approach.
  • Kimamo, M., Crossing the streams: How fans showcase brand equity within football official and Fan TV YouTube communities.
  • Patrick, H., Hyper-Visibility and Solidarity: A Netnographic Analysis of Pandemic Organising Amongst Creative Freelancers.
  • Kim, J., For Love or Money? – Exploring Reality Television Audiences’ Perceptions of Social Media Influencer Authenticity, A Netnography of Love Island Fans.
  • Powierska, A., “Survey experiments” on Facebook, Instagram and Twitter.
  • Raza, M., Netnographic procedural movements; a perspective from the cosmetics industry.