Netnography by Robert Kozinets
Explaining how to use Netnography to analyze cultures and communities online, this new edition has been fully updated to now include: guidance on combining online and in-person ethnographic methods; more focus on specific kinds of social media; specific examples for a range ofsocial science fields; and a discussion of the transformation of cultural social identities.
Robert Kozinets has long been a transformative figure in the field of consumer research and brand culturesHis netnography approach has been widely taught, and embraced by industry practitioners, as a means to gain in-depth qualitative insights into the ways people make meaning of their everyday relationships with brands. -- Henry Jenkins
In this new edition of Netnography, Kozinets expands on his original insights to provide a wonderfully comprehensive guide to researching online socialities. These socialities are real and interaction in them is, in its own way, powerfully face-to-face. We need far more high-quality research in this area, and Netnography can help guide scholars to make this a reality. -- Tom Boellstorff
In this new edition of Netnography, Kozinets expands on his original insights to provide a wonderfully comprehensive guide to researching online socialities. These socialities are real and interaction in them is, in its own way, powerfully face-to-face. We need far more high-quality research in this area, and Netnography can help guide scholars to make this a reality. -- Tom Boellstorff
Robert Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern California’s Annenberg School for Communication and Journalism and Marshall School of Business. An academic whose methods and theories are widely used by researchers, in classrooms, and in industry, he has taught digital methods to some of the world’s best students and consulted with a range of highly respected global organizations.
| SKU | Unavailable |
| ISBN 13 | 9781446285756 |
| ISBN 10 | 1446285758 |
| Title | Netnography |
| Author | Robert Kozinets |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Sage Publications Ltd |
| Year published | 2015-07-03 |
| Number of pages | 320 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |