12 April 2023

Netnocon23 Programme – Netnography conference

NETNOCON23 Programme booklet (Download PDF)

Day 1 July 26, 2023 

Location: The University of Salford, Peel Park Campus, Peel building  https://www.salford.ac.uk/conferencing/peel-building

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 (2 mins away from Peel Building) 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.


July 26, 10h30-11h30 

Registration, tea & coffee, box lunch

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 and box lunch. All the information will be at the entrance of the venue (the campus will have NETNOCON23 signs). 


July 26, 11h30-11h45  [Peel Hall G19]

Welcome and meet the conference team


July 26, 11h45-12h30  [Peel Hall G19]

Keynote ‘The netnography vision’ Professor Robert V. Kozinets


July 26, 12h30-13h20   [Peel Hall G19]

‘The future of netnography’ plenary session

Our PhD Scholarship students will be invited to introduce themselves and their work in a 1-minute “elevator pitch”


July 26, 13h20-13h30 

Networking break 


July 26, 13h30-15h00 – Full length presentations (Session 1) [Peel Hall G19]

Session Chair: Killian O’Leary

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

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


July 26, 13h30-15h00 – Full length presentations (Session 2) [Peel Classroom 102]

Session Chair: Rachel Ashman

“Creator Anthropologies: Investigating Influencers and their Ecosystems”

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


July 26, 15h00-15h20 

Networking, tea, coffee, cakes 


July 26, 15h20-16h35 – Full length presentations (Session 3) [Peel Hall G19]

Session Chair: Russell Belk

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

  • Odoi, L., Doherty, A.M., Hewer, P., Embedded netnography: Building bridges by connecting digital and physical worlds.
  • 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, 15h20-16h35 – Full length presentations (Session 4)  [Peel Classroom 102]

Session Chair: Rossella Gambetti

“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, 16h35-16h45 

Networking break


July 26, 16h45-18h15 – Full length presentations (Session 5)[Peel Hall G19]

Session Chair: Ulrike Gretzel

“Capturing Platform Aesthetics, Agency and Affordances”

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


July 26, 16h45-18h15 – Full length presentations (Session 6) [Peel Classroom 102]

Session Chair: Cristina Vasilica

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

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


July 26, 18h15-19h30

Join us to celebrate NETNOCON23 with an 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.

Location:  Council Chamber & Albert Adams Room, Old Fire Station which is a short walk across the road from Peel Hall. Food and drinks provided by the host.


Day 2, July 27, 2023 

Location: The University of Salford, MediaCityUK Campus [MCUK]


We welcome you at The 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. 


July 27, 8h30-9h00 

Registration, networking, tea & coffee ( MCUK reception area)


July 27, 9h00-9h35 [MCUK Digital Media Performance Lab (DMPL)  0.11]

“Building Bridges” with netnography. Panel Discussion, Chair Professor Ben Light

Panelists: Li Xie-Carson, Rossella Gambetti, Stacey Munnelly, Alex Baudet

The cross-disciplinary panel, formed of experienced netno-enthusiasts and early career netno-researchers, will  focus on “Building Bridges” with netnography. During the discussions, the panel will delve into the ways netnography can be effectively employed as a research tool in various academic and professional contexts, methodological inclinations and utility in studying social media, apps and immersive technologies.


July 27, 9h35-9h45 

Networking break


July 27, 9h45-11h15 – Full length presentations (Session 7) [MCUK DMPL  0.11]

Session Chair: Mariam Humayun

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

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


July 27, 9h45-11h15 – Full length presentations (Session 8) [MCUK  3.7/3.8]

Session Chair: Anthony Patterson

“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, 11h15-11h30

Networking, tea & coffee, cakes 


July 27, 11h30-13h00 – Full length presentations (Session 9)  [MCUK DMPL  0.11]

Session Chair: Rebecca Scott

“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 10)   [MCUK  3.7/3.8]

Session Chair: Ashleigh Logan-McFarlane

“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, 13h00-14h00

Networking, lunch, and NETNOCON ‘60s Shout Out’


July 27, 14h00-15h15 – Full length presentations (Session 11)   [MCUK DMPL  0.11]

Session Chair: Chihling Liu

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

  1. 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.
  2. Ashman, R., Radcliffe, L., Patterson, A., Gatrell, C., Re-ordering Motherhood and Employment: Mobilizing ‘Mums Everywhere’ during Covid-19.
  3. Asena Salman, B., A Netnographic Survey of Turkish Twitter after the Earthquakes of February 2023.


July 27, 14h00-15h15 – Full length presentations (Session 12)   [MCUK  3.7/3.8]

Session Chair: Lena Cavusoglu

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

  • 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, 15h15-15h35 

Networking break, tea & coffee 


July 27, 15h35-16h50 – Full length presentations (Session 13) [MCUK DMPL  0.11]

Session Chair: Aditya Deshbandhu

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

  1. Dimond, R., Making sense within the chaos of gang digital connections through netnography.
  2. Humayun, M., Kozinets, R., Using Netnography to Navigate the Ideological Mazes of Crypto-Hive Minds.
  3. James, S., Cronin, J., Patterson, A., Accounting for the Lack of Lack: Fetishistic Disavowal within Networks of Desire.


July 27, 15h35-16h50 – Full length presentations (Session 14) [MCUK  3.7/3.8]

Session Chair: Angela Beccanulli

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

  • 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, 16h50-17h00 

Networking break

July 27, 17h00-18h30 – Full length presentations (Session 15) [MCUK DMPL  0.11]

Session Chair: Burcu Salman

“Revealing Consumer Ideologies and Behavioral Shifts Using Netnography”

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


July 27, 17h00-18h30 –  (Session 16) [MCUK  3.7/3.8]

Session Chair: Robert Kozinets

“Methodological innovations in Netnography: Presenting and Workshopping Cutting-edge Ideas”

  1. Kimamo, M., Crossing the streams: How fans showcase brand equity within football official and Fan TV YouTube communities.
  2. Patrick, H., Hyper-Visibility and Solidarity: A Netnographic Analysis of Pandemic Organising Amongst Creative Freelancers.
  3. Kim, J., For Love or Money? – Exploring Reality Television Audiences’ Perceptions of Social Media Influencer Authenticity, A Netnography of Love Island Fans.
  4. Powierska, A., “Survey experiments” on Facebook, Instagram and Twitter.
  5. Raza, M., Netnographic procedural movements; a perspective from the cosmetics industry.


July 27, 19h00-22h30

Conference Dinner,  Compass Room within The Lowry Theatre, at Salford Quays and MediaCityUK

The Netnocon Gala Dinner will take place at 7.00pm in the Compass Room at the Lowry [https://thelowry.com/visit-us/eat-drink/] . The Lowry Theatre is located a short walk from the University of Salford’s MediaCity Campus. The Bar in the Compass Room will be open from 7pm and sit down for dinner at 8pm (to give people time to arrive). Expected finish time – 10.30pm. We will have menu cards on the tables and name cards, the table plan will be displayed on a plasma screen

Day 3, July 28, 2023 

Location: The University of Salford, MediaCityUK Campus [MCUK]


We welcome you at The 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. 


Netnography In Practice Day

July 28, 09h00 – 9h30 MCUK Reception 

Registration, networking, tea & coffee 


July 28, 9h30 – 11h30 [MCUK Digital Media Performance Lab (DMPL)  0.11]

“Doing Netnography Today” Workshop facilitated by Professor Robert V. Kozinets 


July 28, 11h30 – 11h45

 Networking Break, tea & coffee


July 28, 11h45 – 12h15 [MCUK DMPL  0.11]

“Why netnography should be the first thing you do when trying to innovate”

Nayeli Tusche, Senior Director Human Centered Research, Innovation & Experience, Spiegel Institute *

Nayeli Tusche is a Senior Director at the Spiegel Institut Mannheim and has led about 50 Netnography projects throughout her career. She’s been a driving force in the international evangelization of the Netnography method in universities, companies, institutions and conferences. She has a B.Sc. in cognitive psychology and an M.Sc. in consumer science. Nayeli brings with her 15 years of professional experience in qualitative market research, including online market research methods, such as netnography, online research communities, social listening and mobile ethnography. Nayeli is a loyal practitioner of Design Thinking and Service Design and relies on netnography for a number of human-centered design, innovation and customer experience projects.



July 28, 12h15 – 13h00 [MCUK DMPL  0.11]

“The commercial and ethical considerations in applying netnography to business situations” 

Ray Poynter, ESOMAR Council President 

Ray is the President of ESOMAR (the global association of insight and research professionals) and is a researcher with over 40 years experience. As well as being a director with a number of market research companies, Ray has written books, including The Handbook of Online and Social Media Research and the Handbook of Mobile Market Research, taught market research courses at Nottingham University and Saitama University in Japan, and is a subject matter expert for Georgia University’s MRII course. Ray is a prolific blogger, writer of articles for the research trade press and is in high demand as a workshop leader. As well as being a member of ESOMAR, Ray is a fellow of the MRS, the UK’s research association. Outside of research, Ray is a keen runner, last summer Ray completed the UK’s Spine Race, covering 268 miles in 5.5 days – finishing 31st out of 106 runners.


July 28, 13h00 – 14h00 

Lunch & networking 


July 28, 14h00 – 14h30 [MCUK DMPL  0.11]

“For The Culture: Using Netnography To Reach Intimacy and Drive Behavior”

Marcus Collins, Best-selling Author and Former Chief Strategy Officer, Wieden+Kennedy New York*

Marcus Collins is an award-winning marketer and cultural translator. He is the former chief strategy officer at Wieden+Kennedy, New York, a marketing professor at the Ross School of Business, University of Michigan, and the author of the best-selling book, For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be. Collins is a recipient of Advertising Age’s 40 Under 40 award and an inductee into the American Advertising Federation’s Advertising Hall of Achievement. Most recently, he was recognized by Thinkers50 and Deloitte among their class of 2023 Radar List of 30 thinkers with the ideas most likely to shape the future. His strategies and creative contributions have led to the launch and success of Google’s “Real Tone” technology, the “Made In America” music festival, and the Brooklyn Nets, among others. Before his advertising tenure, Marcus worked on iTunes + Nike sport music initiatives at Apple and ran digital strategy for Beyoncé.  


July 28, 14h30 – 15h00 [MCUK DMPL  0.11]

“Getting closer remotely: a quick introduction to Mobile Ethnography” 

Eugene Murphy, Founder and CEO, Indeemo*

Eugene Murphy is the Founder and CEO of Indeemo, the Mobile Ethnography platform that is being used globally by Consultancies, Academia and Enterprises for in-the-moment MR, UX and CX Research. 

July 28, 15h10 – 16h10 [MCUK 3.7/3.8]

“Doing Netnography in Health” 

Round table discussion

Facilitators: Dr Cristina Vasilica, Dr Alex Fenton, Professor Paula Ormandy

7 tables of approx 10 people/table

Table moderators (healthcare expertise to join tables and stimulate discussions/collate notes via Padlet):

  1. Professor Paula Ormandy, Chair in Long Term Conditions
  2. Dr Anna Cooper- Ryan, Head of Public Health
  3. Matthew Wynn, Adult Nurse, Lecturer in Digital Health
  4. Dr Lisa Garwood-Cross, Postdoctoral Research Fellow in Digital Health & Society
  5. Stacey Munnelly, Associate Lecturer Practitioner and Advanced Nurse Practitioner in Gastroenterology
  6. Professor Alison Brettle, Director of Centre for Applied Health Research
  7. Dr Katy Szczepura, Associate Professor in Medical Imagine Physics


Intro – 10 minutes (facilitators will intro the session and add some context)

Add feedback, add to padlet (AF)


Questions 40 min

  1. How Netnography can be utilised to inform healthcare research
  2. What are the key ethical challenges associated with health data and netnography
  3. How would data be retrieved

Feedback 15 minutes – approx 1 min/table


July 28, 16h10 – 16h40 [MCUK 3.7/3.8]

Closing remarks and announcements 


*Virtual Speaker