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9781848606449

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'A definite must for anyone interested in understanding or conducting netnography ' - The Qualitative Report <hr color= GBP666666 size= 1px /> '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) <hr color= GBP666666 size= 1px /> '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

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

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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.

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