Virtual Societies Between Ethnographic Studies Online and Netnographic Research – A Study on Conceptual Boundaries and Terminological Localization

The study of societies has attracted significant interest from scholars across disciplines, driven by the need to identify societal challenges, analyze social phenomena, and understand the diverse practices that distin-guish one society from another. Qualitative research, particularly through ethnography, has proven effective in offering scientifically grounded insights into social structures and behaviors. With the rise of digital tech-nologies and social networking platforms connecting millions globally, traditional social interactions have increasingly shifted to digital environments shaped by unique technological features. This shift necessitates a reexamination of qualitative methods to study these emerging virtual societies. This study explores the complex relationship between qualitative research methodologies and the investigation of online communi-ties. It seeks to clarify and refine key concepts—such as virtual ethnography, netnography, and virtual socie-ties—by addressing the central research question: What are the conceptual and methodological boundaries between online ethnography and netnography in studying societies within digital spaces?