Table 1. Netnographic movements used in... | Emerald Publishing

Table 1.

Netnographic movements used in this research

Movement	Period	Purposes	Practices	Results
Initiation	January 2020	Prepare for field entry and align profiles with algorithmic curation	Definition of platforms, identification of keywords/hashtags and content orientation of profiles	Identification of key terms and hashtags for prosumption; orientation of researcher profiles
Immersion	February to April 2020	Enter the field and observe prosumption activities and audience interaction	Active search and capture of posts using hashtags; maintenance of immersion journals	350 screenshots, 150 videos collected; recognition of key profiles for deeper investigation
Investigation	April to November 2021	Observe and analyze prosumption practices on selected profiles	Monitoring of three Instagram profiles; systematic data collection; journaling of interactions	534 screenshots, 123 videos collected; deepened understanding of multi-platform prosumption strategies
Complementary stage	August to November 2021	Deepen understanding through personal accounts of prosumption	Ten in-depth interviews with selected users; semi-structured protocol; narrative analysis	157 pages of transcribed interviews; triangulation of social media observation and user narratives
Integration	December 2020 to June 2022	Interpret data and identify analytical categories	Iterative discussion rounds; hermeneutic approach; open and axial coding; development of memos	35 initial codes refined into 18; emergence of five analytical categories and three prosumption spheres
Incarnation	June 2022 onward	Synthesize and communicate research findings	Development of theoretical framework and visual models; writing of findings	Final conceptual model with three prosumption spheres (individual, collective and professional)

Movement	Period	Purposes	Practices	Results
Initiation	January 2020	Prepare for field entry and align profiles with algorithmic curation	Definition of platforms, identification of keywords/hashtags and content orientation of profiles	Identification of key terms and hashtags for prosumption; orientation of researcher profiles
Immersion	February to April 2020	Enter the field and observe prosumption activities and audience interaction	Active search and capture of posts using hashtags; maintenance of immersion journals	350 screenshots, 150 videos collected; recognition of key profiles for deeper investigation
Investigation	April to November 2021	Observe and analyze prosumption practices on selected profiles	Monitoring of three Instagram profiles; systematic data collection; journaling of interactions	534 screenshots, 123 videos collected; deepened understanding of multi-platform prosumption strategies
Complementary stage	August to November 2021	Deepen understanding through personal accounts of prosumption	Ten in-depth interviews with selected users; semi-structured protocol; narrative analysis	157 pages of transcribed interviews; triangulation of social media observation and user narratives
Integration	December 2020 to June 2022	Interpret data and identify analytical categories	Iterative discussion rounds; hermeneutic approach; open and axial coding; development of memos	35 initial codes refined into 18; emergence of five analytical categories and three prosumption spheres
Incarnation	June 2022 onward	Synthesize and communicate research findings	Development of theoretical framework and visual models; writing of findings	Final conceptual model with three prosumption spheres (individual, collective and professional)

Source(s): Authors’ own work