... netnography ofan online coffee newsgroup and discusses its marketing implications. The Field Behind the Screen: Using Netnography For Marketing Research in Online Communities *Consumers making product ... Internet Research: Critical Issues andMethods for Examining the Net, ThousandOaks, CA: Sage, 243-256.1Kozinets, Robert V. (2002), The Field Behind the Screen: Using Netnography for Marketing Research ... Research in Online Communities, ”Journal of Marketing Research, 39 (February), 61-72.ROBERT V. KOZINETS* The author develops netnography as an online marketing research technique for providing...