University of Jammu organizes one-day research methodology workshop on “Netnography in Practice: A Contemporary Research Method”

JAMMU: The Business School (TBS), University of Jammu successfully organized a one-day Research Methodology Workshop on the theme “Netnography in Practice: A Contemporary Research Method” for its research scholars. The workshop was organized with the objective of equipping PhD scholars with contemporary research methodologies and strengthening the research ecosystem of the institution.

The workshop introduced participants to Netnography, a modern qualitative research methodology adapted from ethnography and specifically designed to study online communities, digital cultures, and virtual consumer behaviour. The session provided valuable insights into the application of netnographic techniques in contemporary academic and industry-oriented research.

The resource person for the workshop was Dr. Gurpreet Kour, Instructor of Record at Purdue University, USA, an accomplished academician and researcher with extensive international teaching and research experience in tourism, destination branding, and services marketing. Dr. Kour shared practical insights, global perspectives, and methodological approaches that enriched the understanding of the participants regarding emerging qualitative research practices.

Nearly fifty research scholars of TBS participated enthusiastically in the workshop. During the interactive sessions, scholars also presented their ongoing research work, shared their academic journeys and experiences during their PhD programmes, and engaged in meaningful and fruitful discussions with the resource person. The workshop provided an excellent platform for academic interaction, peer learning, and scholarly exchange.

Earlier, speaking on the occasion, Professor Amisha Gupta, Director, The Business School, University of Jammu, emphasized the importance of creating a vibrant and progressive research culture within the institution. She reiterated her commitment to strengthening the research ecosystem of TBS through such academic initiatives and encouraging scholars to adopt contemporary and globally relevant research methodologies. She further stated that such initiatives would help elevate TBS to newer heights of academic excellence and research innovation.

The event witnessed an engaging question-and-answer session wherein participants expressed appreciation for the enriching learning experience and the opportunity to interact with an internationally recognized academic expert. The workshop concluded with the concluding remarks and a vote of thanks presented by Professor Komal Nagar, Research Coordinator, TBS. Dr. Shelleka Gupta, Assistant Professor, TBS, coordinated the programme.