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Netnography
The Essential Guide to Qualitative Social Media Research

Third Edition
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November 2019 | 472 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 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: A History of Social Media
 
Chapter 3: Media: Communicating and Connecting in the 21st Century
 
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 Media Data Collection
 
Chapter 9: Interacting: Turning Connection and Communication into Research Data
 
Chapter 10: Immersing: Journaling and Organizing a Reflective Curation
 
Chapter 11: Integrating: Combining Telescopic and Microscopic Understandings
 
Chapter 12: Analyzing: 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

Supplements

Research Methods resources
Discover more free Research Methods resources for lecturers, researchers and students across every research area.

I HAVE NOT RECEIVED THIS BOOK - PLEASE CAN YOU RESEND IT.

Dr Julie donald
Work Based Distance Learning, Lincoln University
October 31, 2019

Netnography has opened up ways in which students can study online communities.

Dr Josephine Gabi
Faculty of Education, Manchester Metropolitan University
May 15, 2020

This is a well written book, easy to comprehend and Netnography is used as an example of how companies may use this type of research to be more effective in their e-marketing strategy

Dr Yioula Melanthiou
Business, University of Nicosia
February 7, 2020

A good update to the previous version. Visually more compelling the use of colour helps navigation through the text.
The inclusion of chapter introductions and summaries in block sections makes it easier to skim and scan chapter content. Revised chapter headings help the reader go to relevant sections and provide a better overview of chapter contents. A great improvement on an already very good book.

Dr Tracy Piper-Wright
Department of Art & Design, Chester University
November 28, 2019
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