This study aims to evaluate the practice of virtual ethnography as a modern method and demonstrate its importance in qualitative studies and research on social media, through research into the dimensions of the virtual ethnographic practice methodology This study belongs to descriptive interpretive studies, so the study relied on the survey method, both descriptive and analytical, and the inductive approach. According to the aim of the study, the study used the in-depth interview tool with a number of (15) academic professors of communication, digital media, and sociology at Egyptian universities. With an initial review of the literature and its expansion during the data collection, coding, and analysis processes based on the grounded theory methodology in seven steps, using a three-level coding program (open coding, spin coding, and selective coding), the study conducted a saturation phase test to stabilize the saturation of the analysis categories included in search