Netnography
The Essential Guide to Qualitative Social Media Research
- Robert V Kozinets - University of Southern California, USA
Netnography is an adaptation of ethnography for the online world, pioneered by Robert Kozinets, and is concerned with the study of online cultures and communities as distinct social phenomena, rather than isolated content. In this landmark third edition, Netnography: The Essential Guide provides the theoretical and methodological groundwork as well as the practical applications, helping students both understand and do netnographic research projects of their own.
Packed with enhanced learning features throughout, linking concepts to structured activities in a step by step way, the book is also now accompanied by a striking new visual design and further case studies, offering the essential student resource to conducting online ethnographic research. Real world examples provided demonstrate netnography in practice across the social sciences, in media and cultural studies, anthropology, education, nursing, travel and tourism, and others.
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Netnography has opened up ways in which students can study online communities.
This is a well written book, easy to comprehend and Netnography is used as an example of how companies may use this type of research to be more effective in their e-marketing strategy
A good update to the previous version. Visually more compelling the use of colour helps navigation through the text.
The inclusion of chapter introductions and summaries in block sections makes it easier to skim and scan chapter content. Revised chapter headings help the reader go to relevant sections and provide a better overview of chapter contents. A great improvement on an already very good book.
