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Social media and Internet data offer rich opportunities and vexing challenges for sociocultural research. Explaining and extending prior approaches, Netnography: Redefined is an indispensable guide to the understanding and conduct of Internet ethnography.
With this volume, netnography is upgraded, updated and renewed with the latest netnographic research from media anthropology, geography, education, library sciences, travel and tourism, linguistics, media and cultural studies, sociology, sexuality, addiction research, gaming studies, and nursing, and multiple examples from the worlds of Facebook, Twitter, LinkedIn, and other social media sites.
Like its predecessor, Netnography: Redefined includes full, step-by-step procedural guidelines for the accurate and ethical conduct of netnography. Yet this edition adapts netnography to include big data and social media analytics, as well as further incorporating notions of network analysis. It deepens the practice of netnography through participative engagement, introspection, alternative representation, and a new humanist focus.
Netnography: Redefined presents readers with up-to-date guidelines for the most fully realized and distinctive form of online ethnographic research yet developed.
- Sales Rank: #713333 in Books
- Brand: imusti
- Published on: 2015-07-24
- Released on: 2015-07-24
- Original language: English
- Number of items: 1
- Dimensions: 9.53" h x .73" w x 6.69" l, .0 pounds
- Binding: Paperback
- 320 pages
- Sage Publications Ltd
Review
Robert Kozinets has long been a transformative figure in the field of consumer research and brand cultures. His 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)
About the Author
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 is widely recognized as the inventor of netnography, and a social media marketing and research authority. He has authored and co-authored over 150 pieces of research, and hundreds more Tweets (@kozinets) and blog posts (kozinets.net), usually about the intersection of technology, media, brands, methods, institutions, and social groups. This includes four books―three of them Sage Method books. Currently, Kozinets is Associate Editor of the Journal of Consumer Research and the Journal of Retailing, an Academic Trustee of the Marketing Science Institute, and is the Industry seat on the Board of Directors of the Association for Consumer Research. On the industry side, he has extensive speaking, training, and consulting experience with a range of global companies and organizations, including HSBC, TD Banking and Financial Group, American Express, Merck, Sony, Nissan, eBay, Campbell Soup, and L’Oréal. He is Professor of Marketing at York University’s Schulich School of Business, where he is also Chair of the Marketing department.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Hands-on explained method for studying online communities
By Amazon Customer
“Netnography is the captain’s log of that journey through Internet sociocultural experience of cyber social space” (p. 70).
This quote sums up the content of the book and hints at the way it is written. Kozinets has updated ethnography for the digital world and coined netnography. Studying online communities is a journey that is well guided with the helpful advice from this book.
The book begins by describing the online setting and how it can be understood. Then the history and foundations ethnography are touched on, just enough to have a good understanding of the fundamentals and to appreciate the ancestry. Kozinet explains in easy to understand terms how ethnography has to be different in the digital world. With examples and self-reflection, the main benefit of this book is the practical advice for anyone who wants to study online communities. The proposed participant-observer approach is not only explained and operationalized but also defended against common critiques.
In conclusion, I will probably refer back to this book often when designing my own research.
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