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Home > Reference > Research and information: general > Research methods: general > Netnography: Redefined
Netnography: Redefined

Netnography: Redefined


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About the Book

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.

Table of Contents:
Chapter 1: INTRODUCTION Chapter 2: NETWORKED SOCIALITY Chapter 3: RESEARCHING NETWORKED SOCIALITY Chapter 4: NETNOGRAPY REDEFINED Chapter 5: PLANNING AND PREPARATION Chapter 6: ETHICS Chapter 7: DATA COLLECTION Chapter 8: RESEARCHER PARTICIPATION IN DATA COLLECTION AND CREATION Chapter 9: DATA ANALYSIS AND INTERPRETATION Chapter 10: REPRESENTATION Chapter 11: HUMANIST NETNOGRAPHY

About the Author :
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.

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. 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.



Product Details
  • ISBN-13: 9781446285756
  • Publisher: SAGE Publications Ltd
  • Publisher Imprint: SAGE Publications Ltd
  • Edition: Revised edition
  • Language: English
  • Returnable: N
  • Weight: 562 gr
  • ISBN-10: 1446285758
  • Publisher Date: 03 Jul 2015
  • Binding: Paperback
  • Height: 242 mm
  • No of Pages: 320
  • Sub Title: Redefined
  • Width: 170 mm


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