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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.
Netnography is an adaptation of ethnography for the online world, pioneered by Robert Kozinets, and is concerned with the study of online cultures and communiti
With as many as 1 billion people now using online communities such as newsgroups, blogs, forums, social networking sites, podcasting, videocasting, photosharing
Netnography has become an essential tool for qualitative research in the dynamic, complex, and conflicted worlds of contemporary technoculture. Shaped by academ
Social media and Internet data offer rich opportunities and vexing challenges for sociocultural research. Explaining and extending prior approaches, Netnography
This book brings together Sociologists, Computer Scientists, Applied Scientists and Engineers to explore the design, implementation and evaluation of emerging t
