Abstract
Non-participatory netnography is a flexible, low-cost, and low-risk qualitative approach for both the researcher and research participant that allows for organic exploration of online communities and their conversations. Because the researcher does not interact with the community, non-participatory netnography allows the community to be observed, researched, and understood without being influenced by the researcher. This case study explores how non-participatory netnography was utilized to explore and analyze the reactions to the forced closure of a video game brand community. The forced closure of a brand community is a rare phenomenon due to the benefits and value such communities provide for brands and businesses. Non-participatory netnography was a useful approach to utilize given there was a strict time limit for data collection and it meant that organic conversations between community members could be collected without the influence of interacting with the researchers. This case study will also explore undertaking the active story interpreter role, which enables a researcher to immerse themselves in the context surrounding the data and phenomenon being investigated to enhance the validity of the analysis. Readers will learn how to undertake the role themselves, the kinds of projects that non-participatory netnography is suitable for, and how to utilize it.