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
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.
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*
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