From the self to the screen: a journey guide for auto-netnography in online communities

Supported by the previous literature, the author explores the method of auto-netnography, delimiting and differentiating its scope and boundaries. This article contributes to the literature with a Journey Guide for Auto-Netnography that can be used in online communities in social media by practitioners, organisations and scholars. That guide is constituted by six elements: (1) the traveller, (2) the map, (3) the routes, (4) the learning, (5) the telling and (6) the safety of the trip. The article also advances the literature by identifying and discussing the novel concept of brand auto-netnography. For illustrative purposes, the author uses an example of his own efforts to perform an auto-netnographic study in the context of a presidential candidate’s Facebook community; the author was the candidate’s campaign manager.