Keywords: Methodological evolution
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Journal Articles
Qualitative Market Research: An International Journal 1–16.
Published: 15 July 2026
... the other interpretive core of the study. Netnography is a pioneering framework that stands at the crossroads of this methodological evolution. Netnographers have a long history of actively negotiating the interpretation–automation gap. For example, Kozinets and Seraj-Aksit (2024) begin to answer...

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