Using netnography to explore the entrepreneurship process

Traditional research methodologies often fall short of capturing the nuances and real-time digital interactions that shape the entrepreneurship process. This stands in contrast with the growing effect that digitalization and the internet have on entrepreneurship. Here, netnography stands out as a valuable method for exploring the dynamics of entrepreneurship within online communities and digital environments. In this research note, we use a published netnographic case study to demonstrate that netnography bridges the gap between academic exploration and the rapidly evolving digital realities of entrepreneurship. We propose a framework for utilizing netnography in the study of entrepreneurial processes, highlighting its potential to enhance our understanding of how these processes unfold in contemporary society. Netnography offers unique advantages, including the ability to capture real-time insights into the dynamic social contexts shaping entrepreneurship, and enabling researchers to transcend temporal and geographical limitations.