“Netnography”

"Virtual ethnography and “netnography” are ways of adapting ethnographic and observational research methods to study Internet behavior as well". Beckman & Barry 2007:35
Innovation as a Learning Process:Embedding Design Thinking, from California Review Management, 50(1):25-56, 2007.

(1)Virtual ethnography:: Christine M. Hine, Virtual Ethnography (Thousand Oaks, CA: Sage, 2000).
(2)netnography:: R. Kozinets, “The Field behind the Screen: Using Netnography for Marketing Research in Online Communities,” Journal of Marketing Research, 39/1 (February 2002): 61-72.