Business anthropology is an interdisciplinary field that integrates anthropological principles with business practices to analyze how cultural values and human behavior influence economic activities. In recent years, the discipline has experienced notable growth, driven by global social, technological, and economic transformations. A prominent emerging trend is digital ethnography, which enables researchers to examine consumer behavior, social interactions, and community development within virtual environments—an increasingly relevant focus in the context of a rapidly evolving digital economy. To remain pertinent and impactful, research groups must adopt adaptive methodologies and foster collaboration among scholars, practitioners, and communities. Such efforts are essential to advancing ethical, sustainable, and inclusive business practices and to deepening our understanding of the complex interplay between local cultures and global economic systems.