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Netnography
The Essential Guide to Qualitative Social Media Research

Third Edition


560 pages | SAGE Publications Ltd

Netnography is an adaptation of ethnography for the online world, pioneered by Robert Kozinets, and is concerned with the study of online cultures and communities as distinct social phenomena, rather than isolated content. In this landmark third edition, Netnography: The Essential Guide provides the theoretical and methodological groundwork as well as the practical applications, helping students both understand and do netnographic research projects of their own.

Packed with enhanced learning features throughout, linking concepts to structured activities in a step by step way, the book is also now accompanied by a striking new visual design and comprehensive digital resources including video tutorials and further case studies, offering the essential student resource to conducting online ethnographic research. Real world examples provided demonstrate netnography in practice across the social sciences, in media and cultural studies, anthropology, education, nursing, travel and tourism, and others.



 
Chapter 1: Introducing: Netnography, Qualitative Social Media Research Methods, and this Book
 
Chapter 2: History of Social Media
 
Chapter 3: Media: Communicating and Connecting in the 21st
 
Chapter 4: Socialities: All the Ways We Connect
 
Chapter 5: Praxis: Introducing Practices and Data Operations
 
Chapter 6: Ethics: Procedures and Flowcharts, Updates and Rules
 
Chapter 7: Data: The Methodology of Netnographic Data Collection
 
Chapter 8: Investigating: Five Steps to Social Data Collection
 
Chapter 9: Interacting: Engaged Involvement, Contact, Connecting, and Communication
 
Chapter 10: Immersing: Organizing a Reflective Curation
 
Chapter 11: Integrating: Combining Telescopic and Microscopic Understandings
 
Chapter 12: Analysing: Elemental Data Transformation Operations
 
Chapter 13: Interpreting: How to Discover and Make Meaning from Netnographic Data
 
Chapter 14: Communicating: Presenting and Publishing Your Netnography
 
Chapter 15: The Future of Netnography

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https://study.sagepub.com/kozinets3

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Paperback
ISBN: 9781526444707
$42.99

Hardcover
ISBN: 9781526444691
$121.99