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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.
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.
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.
Netnography is a must-read for anyone engaged in or contemplating qualitative research on social media. Online 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.
For students to understand the qualitative method of netnography especially for the analysis of social media.
I HAVE NOT RECEIVED THIS BOOK - PLEASE CAN YOU RESEND IT.
Netnography has opened up ways in which students can study online communities.
This is a well written book, easy to comprehend and Netnography is used as an example of how companies may use this type of research to be more effective in their e-marketing strategy
A good update to the previous version. Visually more compelling the use of colour helps navigation through the text.
The inclusion of chapter introductions and summaries in block sections makes it easier to skim and scan chapter content. Revised chapter headings help the reader go to relevant sections and provide a better overview of chapter contents. A great improvement on an already very good book.