AI-Augmented Netnography
Ethical and Methodological Frameworks for Responsible Digital Research
Bibliographic Data
| ID | 2411975 |
|---|---|
| Authors | Chee Wei Cheah (0000-0002-0007-3790) |
| Year | 2025 |
| Volume | 24 |
| Publication date | 2025-04-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Journal of Qualitative Methods (JOURNAL) |
| Journal identifiers | ISSN: 1609-4069 • E-ISSN: 1609-4069 |
| Publisher | SAGE Publications Inc (PUBLISHER) |
| DOI | 10.1177/16094069251338910 |
| OpenAlex | W4410415624 |
| Language | EN |
| Citations received | 4 |
| References cited | 27 |
The increasing integration of Artificial Intelligence (AI) in social sciences research is reshaping qualitative methodologies, particularly in those studies that employ the netnography method. Although AI provides improved data processing abilities, it also introduces ethical and methodological concerns about privacy, transparency, authenticity, and possible bias. This paper proposes ethical and methodological frameworks for AI-augmented netnography that prioritize responsible AI use without compromising the interpretive depth and cultural sensitivity foundational to traditional netnography. The frameworks address the complexities of informed consent, data minimization, bias mitigation, and accountability, providing a structured approach to balancing AI's efficiency with human-led analysis. Using a case study of online activism, this research illustrates the frameworks' practical application across diverse digital platforms, such as Twitter and Instagram. By combining AI-driven sentiment and pattern recognition with human interpretive oversight, the study captures cultural nuances essential to understanding online social movements. This dual approach highlights AI-augmented netnography's potential to deliver rigorous, ethically grounded insights into digital communities, promoting more nuanced and inclusive research outcomes. The study contributes to the evolving landscape of digital research by offering actionable, ethically robust frameworks applicable to a broad spectrum of qualitative studies, emphasizing socially responsible research practices in the digital age
Engineering ethics · Epistemology · Netnography · Social media · Sociology · World Wide Web · Computer Science · Engineering · Ethics and Social Impacts of AI · FinTech, Crowdfunding, Digital Finance · Philosophy
Artificial intelligence in sustainable energy industry
Networked Narratives
Exploring the components of meal-sharing experiences with local foods
Work-from-home (WFH) during Covid-19 pandemic – A netnographic investigation using Twitter data
Uncovering the Voices of Marginalized Minorities in Public Policy Research - A Critical Review of the Image and Text-Based Vignette Method
Netnography in tourism – Beyond Web 2.0
Netnography evolved
Artificial Intelligence Augmented Qualitative Analysis
Intrusiveness and the Public-private Divide in Netnography
Me and the Machines
Knowing the Unknown
Ethical Considerations for Qualitative Research Methods During the Covid-19 Pandemic and Other Emergency Situations
Netnographic Slog
Ethical, Practical, and Methodological Considerations for Unobtrusive Qualitative Research About Personal Narratives Shared on the Internet
Netnography
| Unique citing works | 4 |
|---|---|
| Citations per year | 4 |
| Citation span | 2025 - 2026 (2) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 3 |