(Re)Locating boundaries: a systematic review of online ethnography

Purpose – The purpose of this paper is to systematically review online ethnography and its boundary challenges. The paper especially focusses on how researchers draw space boundaries, set time boundaries and engage their online field. Design/methodology/approach – The authors perform a systematic review of extant literature and identify 59 papers in 40 different journals as online ethnographies from various management disciplines. The authors perform both qualitative and quantitative analyses on papers in the sample. Findings – The paper identifies how online ethnographers both define boundaries and engage their online field. The paper shows that some of the advantages of online ethnography actually prompt researchers to favor-specific research designs over others. Research limitations/implications – The authors only focussed on articles adopting online ethnography in organization and management studies that are listed in Social Sciences Citation Index database. Online ethnographies in other research fields and indexes are not studied in this paper. Practical implications – The paper makes suggestions on how to complement existing online ethnographies to reach a more comprehensive practice of online ethnography. Social implications – The systematic review may help researchers to locate useful online ethnography examples across various management disciplines and may contribute to the maturation of online ethnography. Originality/value – The paper synthesizes emerging trends in online ethnography and identifies how specific advantages actually prompt online ethnographers to limit themselves in their research designs.