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Netnography
The Essential Guide to Qualitative Social Media Research

Third Edition


October 2019 | 560 pages | SAGE Publications Ltd

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.


 
Chapter 1: Introducing: Netnography, Qualitative Social Media Research Methods, and this Book
 
Chapter 2: History of Social Media
 
Chapter 3: Media: Communicating and Connecting in the 21st
 
Chapter 4: Socialities: All the Ways We Connect
 
Chapter 5: Praxis: Introducing Practices and Data Operations
 
Chapter 6: Ethics: Procedures and Flowcharts, Updates and Rules
 
Chapter 7: Data: The Methodology of Netnographic Data Collection
 
Chapter 8: Investigating: Five Steps to Social Data Collection
 
Chapter 9: Interacting: Engaged Involvement, Contact, Connecting, and Communication
 
Chapter 10: Immersing: Organizing a Reflective Curation
 
Chapter 11: Integrating: Combining Telescopic and Microscopic Understandings
 
Chapter 12: Analysing: Elemental Data Transformation Operations
 
Chapter 13: Interpreting: How to Discover and Make Meaning from Netnographic Data
 
Chapter 14: Communicating: Presenting and Publishing Your Netnography
 
Chapter 15: The Future of Netnography

Supplements

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https://study.sagepub.com/kozinets3

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
The Queensland University of Technology

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
Millersville University

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Robert V Kozinets

Robert V. Kozinets is a globally recognized expert on social media, marketing, branding and innovation. Besides inventing netnography, he has authored and co-authored over 100 pieces of research on the intersection of technology, media, brands, and consumers. Robert V. Kozinets has developed social media research methods that are widely used in universities and companies around the world. In 1995, in study of activism and media fan community, he invented netnography. Since that time, he has been refining the approach and applying it to gain a deeper understanding of our current social and communication landscape. Asking questions about... More About Author

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