Study title

United Kingdom

Individual

Group

This netnography was conducted using simple tools and can be easily replicated. A Facebook search for groups consisting of Latin migrants in London was performed with the ‘groups’ filter selected and city set to ‘London’. Two sets of keyword searches were carried out. The first included the words ‘Latin’, ‘Latino’, ‘Latina’, ‘Latinx’ combined with ‘London’, ‘Londres’ (Spanish), ‘Southwark’, or ‘Elephant’. The second set consisted of the English and Spanish variation of 20 Spanish speaking Latin American nationalities (e.g. Argentineans and Argentinos) combined with ‘London’ or ‘Londres’. 89 Groups were uncovered of which 51 public groups were analysed. Private groups were NOT analysed. Groups consisting of both Latino and Spaniards in London were not included. NViVo’s nCapture feature allows users to scrape data from Facebook group pages and export it into a spreadsheet. However, spreadsheet are only generated for posts loaded on a browser and only a few posts are visible when group pages are opened (approx. 10). Many of the pages analysed included thousands of posts making scrolling through pages inefficient. Instead, relevant posts were uncovered using Facebook’s Search button within each Facebook group located at the top right of each Group page (see photo below). The first search was for ‘Elephant’. This automatically returned misspelled variations of ‘Elephant’ like ‘Elefan’. This search returned posts mentioning E&C and posts where E&C was mentioned in a Post’s comments section. Searches were done for the Spanish words for ‘where’ (Donde) and ‘Does anyone know’ (Alguien Sabe). This returned further posts where users were referred to E&C in the comments and results where E&C was not recommended. Results and Individual posts were scraped using nCapture which converted the page into a PDF-like file. 350 individual posts were uploaded to NVivo where they were qualitatively coded and analyzed. Codes were derived through a brainstorming exercise after reviewing a set of 50 posts and tweaked to fit the paper’s theoretical framework. Unanticipated themes arising during the coding process were also added. LimitationsIt is unlikely all comments mentioning E&C were captured using this approach. Facebook does not make it clear under what conditions search results return comment mentions. Thus, this study can only claim to be illustrative rather than exhaustive.