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Netnography: Doing Ethnographic Research Online, by Robert Kozinets
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This exciting new text is the first to explore the discipline of 'Netnography' – the conduct of ethnography over the internet – a method specifically designed to study cultures and communities online. For the first time, full procedural guidelines for the accurate and ethical conduct of ethnographic research online are set out, with detailed, step-by-step guidance to thoroughly introduce, explain, and illustrate the method to students and researchers. The author also surveys the latest research on online cultures and communities, focusing on the methods used to study them, with examples focusing on the new elements and contingencies of the blogosphere (blogging), microblogging, videocasting, podcasting, social networking sites, virtual worlds, and more.
- Sales Rank: #1108845 in Books
- Brand: Brand: SAGE Publications Ltd
- Published on: 2009-12-22
- Released on: 2009-12-22
- Original language: English
- Number of items: 1
- Dimensions: 9.53" h x .53" w x 6.69" l, .95 pounds
- Binding: Paperback
- 232 pages
- Used Book in Good Condition
Review
'I find the greatest contribution of the volume to be in Kozinets’ model for blending (online) netnography with (offline) ethnography...While the entire netnographic approach will appeal to Internet specialists, this ‘blending’ aspect may attract a wider audience of
anthropologists who are already familiar with, and engaging in, traditional ethnography'
- Francine Barone, Journal of the Anthropological Society of Oxford-online
'A definite must for anyone interested in understanding or conducting "netnography"' -
The Qualitative Report
'Netnography: Doing Ethnographic Research Online is a methodological handbook aimed at...anyone who is interested in researching online communities and cultures, and other forms of online social behavior... Using interesting examples from his own research work, the author brilliantly transfers his experience and expertise to the reader' -
Eva Brajkovi¡c
University of Primorska (Slovenia)
'Kozinets’ call for respect, patience and researcher accountability is
matched by personal, anecdotal examples that establish a good ethical tone throughout the text. Illustrative case studies of first-hand fieldwork experiences present readable and engaging vignettes to the student reader that reveal in clear terms how key ethnographic
moments ... have analogous forms in netnography, including the intricate process of becoming a community member by respectfully building relationships slowly over time'
-Francine Barone
About the Author
Robert V. Kozinets is a globally recognized expert on social media, marketing, branding and innovation. Besides inventing netnography, he has authored and co-authored over 100 pieces of research on the intersection of technology, media, brands, and consumers.
Robert V. Kozinets is widely recognized as the inventor of netnography, and a social media marketing and research authority. He has authored and co-authored over 150 pieces of research, and hundreds more Tweets (@kozinets) and blog posts (kozinets.net), usually about the intersection of technology, media, brands, methods, institutions, and social groups. This includes four books―three of them Sage Method books. Currently, Kozinets is Associate Editor of the Journal of Consumer Research and the Journal of Retailing, an Academic Trustee of the Marketing Science Institute, and is the Industry seat on the Board of Directors of the Association for Consumer Research. On the industry side, he has extensive speaking, training, and consulting experience with a range of global companies and organizations, including HSBC, TD Banking and Financial Group, American Express, Merck, Sony, Nissan, eBay, Campbell Soup, and L’Oréal. He is Professor of Marketing at York University’s Schulich School of Business, where he is also Chair of the Marketing department.
Most helpful customer reviews
0 of 3 people found the following review helpful.
Going ahead in social sciences
By Carlos Hernández Soto
"Netnography: Doing Ethnographic Research Online" is an excellent methodological text that introduces the reader into the new discipline of 'netnography'. I recommend it.
Carlos Hernández Soto
1 of 3 people found the following review helpful.
An excellent resource
By Aimee Dinnin
This book is an excellent resource for qualitative research in general, and truly the definitive guide for tackling research questions with an online component. The book is comprehensive, well organized and insightful. The entire research process is clearly articulated, and, importantly, the author also provides very concrete examples of how to move through stages of data analysis and interpretation - something that many research guides fail to do. In short: highly recommended!
22 of 31 people found the following review helpful.
Sadly disappointed
By Rebecca J Hogue
I was sadly disappointed by this book. I expected a book that would tell me about doing netnography using the modern Internet. All the examples used the old Usenet newsgroups. There was no information about doing ethnographic research with blogs. About 95% of the book could have been written 15-years ago and it was applicable then. It lacks awareness of how Web 2.0 changed the face of online communities.
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