ABSTRACT
Netnography and mobile ethnography are naturalistic, online methods that can capture ‘social phenomena on the move’. This chapter advocates reflection on temporal facets could help to deepen qualitative data analyses and interpretations; especially when investigating fluid phenomena that develop over time. Thus, the aim of this chapter is to offer some ideas regarding how online ethnographers can use these temporal facets in their research designs. First, the chapter discusses notions of time and how they might reflect on netnographic research practice. Second, the chapter highlights the difference between real-life spaces/face-to-face encounters vs online spaces. Third, the chapter offers a distinction between a processual immersion, a focus on the particular moment and recurring actions. Finally, to illustrate the multi-faceted and subjective nature of time, the chapter explores the possibility of conducting decision journeys using netnography. The chapter concludes with a section that summarizes and synthesizes all of the foregoing sections.
