Netnography by Robert Kozinets

Netnography by Robert Kozinets

In this landmark third edition,Netnography: The Essential Guideprovides the theoretical and methodological groundwork as well as the practical applications, helping students both understand anddonetnographic research projects of their own.

Netnography is a must-read for anyone engaged in or contemplating qualitative research on social mediaOnline behavior is at once a psychological, social, and technological phenomena, and qualitative approaches require both rigor and context, which Robert V. Kozinets offers in abundance. Both history and methodology are meticulously detailed in what ought to be a guidebook for social media researchers.

-- Howard Rheingold

If anyone had any doubt that this is the golden age for research, Rob Kozinets has made the case and provided the field guide that shows why this is so. Netnography is a fun locution for a big set of ideas about how to exploit new research methods to explore the biggest social, political and economic issues of our time.

-- Lee Rainie
Robert Kozinets knows his stuff: over the past 25 years, he has almost single-handedly established netnography as a methodological framework for qualitative Internet research. This third edition of his essential guide to netnographic research practices provides a very welcome update to the framework, taking in even more of the complex and ever-changing landscape of current social media platforms and their uses, and offering a wealth of ideas for working with qualitative social media data. Whether they’re already calling themselves netnographers or have yet to discover the field, this book will inspire and enable many more researchers to investigate social media practices from a qualitative perspective. -- Axel Bruns
Netnography introduces researchers to the complex social system of people, spaces, and tool interactions existing in social media. Netnographic practices detail ways of understanding and engaging with communities considering the necessary ethics of digital qualitative research. The newest edition includes contemporary examples to support critical methodologies for understanding digital interactions.  -- A. Nicole Pfannenstiel

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	9781526444707
ISBN 10	1526444704
Title	Netnography
Author	Robert Kozinets
Condition	Unavailable
Binding Type	Paperback
Publisher	Sage Publications Ltd
Year published	2019-10-31
Number of pages	472
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.