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.
An excellent update text for all your digital research needs.
Although an excellent book, I felt that it is perhaps a little complex for third year design students. However, I will recommend for adoption for our MA courses
Informative and a nice read, my students will find this really helpful
For students to understand the qualitative method of netnography especially for the analysis of social media.
This is a great detailed overview that goes very in-depth into netnography, but is still written accessibly enough for undergraduate students. I will also use parts of this for MA level teaching.
Although an excellent book, I felt that it is perhaps a little complex for third year design students. However, I will recommend for adoption for our MA courses
An excellent update text for all your digital research needs.
Informative and a nice read, my students will find this really helpful
excellent introduction to the field
For students to understand the qualitative method of netnography especially for the analysis of social media.
