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9781526444707

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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. -- Howard Rheingold 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. -- A. Nicole Pfannenstiel 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. Whether they're already calling themselves netnographers or have yet to discover the field, this book will inspire and enable many more researchers to investigate social media practices from a qualitative perspective. -- Axel Bruns 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. -- Lee Rainie

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. -- A. Nicole Pfannenstiel 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. Whether they're already calling themselves netnographers or have yet to discover the field, this book will inspire and enable many more researchers to investigate social media practices from a qualitative perspective. -- Axel Bruns

Author Information

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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