The importance of Netnography as a research methodology

In the post-COVID-19 era and faced with the necessary changes in research and its methodological processes, new ways of doing research are emerging, as well as the use of methodologies that are in line with the current times. Today's researchers are faced with this challenge that motivates them and demands a new way of doing research and responding to society with new elements, thus new approaches emerge, especially in education, abandoning the face-to-face approach and moving towards virtual education where distances become shorter through a medium or device. Netnography emerges from the need for a way to interact in a globalized world, where one can be in different spaces at the same time, with different means, and it becomes necessary to investigate in order to understand the virtual as a continuation of reality. In this paper, Netnography is theorized as a new methodology for research and an exercise is proposed where its value and use fulness in the current moment is appreciated.