Netnography: The Essential Guide to Qualitative Social Media Research

Netnography is an online adaptation of ethnography that studies online cultures and communities as social phenomena, with a third edition providing theoretical and methodological groundwork and practical applications. It is accompanied by a new visual design and case studies.

Format: Hardback
Length: 472 pages
Publication date: 31 October 2019
Publisher: SAGE Publications Ltd

Netnography, a groundbreaking approach developed by Robert Kozinets, is a specialized form of ethnography tailored for the digital realm. It focuses on the exploration and analysis of online cultures and communities as distinct social phenomena, rather than mere collections of isolated content. In this comprehensive third edition, Netnography: The Essential Guide serves as a comprehensive resource, offering both theoretical foundations and practical applications to assist students in understanding and conducting their own netnographic research projects.

The book is meticulously designed to facilitate learning, with enhanced learning features seamlessly integrated throughout. Concepts are linked to structured activities in a step-by-step manner, making it easier for students to grasp and apply the knowledge gained. Furthermore, this edition is accompanied by a striking new visual design, enhancing its appeal and accessibility.

To further enrich the learning experience, the book is complemented by an extensive collection of case studies, providing real-world examples of netnographic research across various social sciences, including media and cultural studies, anthropology, education, nursing, travel and tourism, and more. These case studies showcase the practical applications of netnography in diverse fields, allowing students to gain a deeper understanding of its methodologies and insights.

By embracing the power of the online world, netnography enables researchers to capture and analyze the rich tapestry of human interactions and experiences in a digital context. It provides a unique lens through which to understand the complexities of contemporary society, fostering a deeper understanding of the social, cultural, and technological dynamics that shape our lives.

Whether you are a student, researcher, or professional seeking to explore the world of online cultures and communities, Netnography: The Essential Guide is an invaluable resource. It offers a comprehensive and practical guide to conducting netnographic research, equipping you with the tools and knowledge necessary to navigate the digital landscape and uncover the hidden stories and insights that lie within.

Weight: 942g
Dimension: 176 x 248 x 36 (mm)
ISBN-13: 9781526444691
Edition number: 3 Revised edition