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Table of Contents

Cultures and Communities Online Understanding Culture Online Researching Online: Methods The Method of Netnography Planning and Entree Data Collection Data Analysis Conducting Ethical Netnography Representation and Evaluation Advancing Netnography: The Changing Landscape

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 has developed social media research methods that are widely used in universities and companies around the world. In 1995, in study of activism and media fan community, he invented netnography. Since that time, he has been refining the approach and applying it to gain a deeper understanding of our current social and communication landscape. Asking questions about technology, commodification, utopia, and desire, his research pushed disciplinary boundaries to open up a more integrative, cultural, moral, and passionate form of studying and theorizing emerging social media ecosystems. He currently holds the Jayne and Hans Hufschmid Chair of Cultural Social Media Research at the University of Southern California's Annenberg School for Communication and Journalism.


'I find the greatest contribution of the volume to be in Kozinets' model for blending (online) netnography with (offline) ethnography...While the entire netnographic approach will appeal to Internet specialists, this 'blending' aspect may attract a wider audience of

anthropologists who are already familiar with, and engaging in, traditional ethnography'
- Francine Barone, Journal of the Anthropological Society of Oxford-online

'A definite must for anyone interested in understanding or conducting "netnography"' -
The Qualitative Report

'Netnography: Doing Ethnographic Research Online is a methodological handbook aimed at...anyone who is interested in researching online communities and cultures, and other forms of online social behavior... Using interesting examples from his own research work, the author brilliantly transfers his experience and expertise to the reader' -
Eva Brajkovi!c
University of Primorska (Slovenia)

'Kozinets' call for respect, patience and researcher accountability is matched by personal, anecdotal examples that establish a good ethical tone throughout the text. Illustrative case studies of first-hand fieldwork experiences present readable and engaging vignettes to the student reader that reveal in clear terms how key ethnographic moments ... have analogous forms in netnography, including the intricate process of becoming a community member by respectfully building relationships slowly over time'
-Francine Barone

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