JMIR Publications

ABSTRACT

Background:

Netnography is an emergent qualitative methodology adapted from ethnography to explore interactions and cultural dynamics within digital environments. While increasingly used in healthcare research, its application remains inconsistent, particularly in relation to methodological transparency and ethical reporting. Given netnography’s growing use in healthcare and the limited guidance on its application, a timely review of how it is defined and operationalised in the literature is warranted.

Objective:

This scoping review aimed to examine how and why netnography has been used in healthcare studies.

Methods:

A scoping review was conducted in accordance with the JBI framework and PRISMA-ScR guidelines. Comprehensive searches across 20 databases and grey literature sources identified peer-reviewed and academic studies using netnography or netnographic methods within healthcare. Studies were screened, charted, and analysed narratively. Inclusion criteria were informed by NICE topic classifications.

Results:

Eighty-two studies were included, spanning diverse healthcare topics, populations, and digital platforms. Netnography was frequently applied to explore health communication, chronic illness, patient empowerment, and healthcare experiences, particularly in stigmatised or hard-to-reach groups. Ethical transparency varied widely: only 33 studies reported formal ethical approval, and just over half addressed informed consent.

Conclusions:

Netnography holds significant promise for healthcare research, offering insight into lived experience and access to otherwise inaccessible populations. Yet, inconsistent methodological and ethical reporting raises concerns about rigour and accountability. To strengthen future applications, clearer guidance is needed on ethical standards, methodological justification, and reporting practices, particularly when researching vulnerable groups and sensitive health issues. Clinical Trial: This scoping review was conducted in accordance with a registered protocol on the Open Science Framework (OSF Registries: 10.17605/OSF.IO/BQZ2F, registered 08/08/2024).