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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.
List of contents
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
About the author
Robert Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern California's Annenberg School for Communication and Journalism and Marshall School of Business. An academic whose methods and theories are widely used by researchers, in classrooms, and in industry, he has taught digital methods to some of the world's best students and consulted with a range of highly respected global organizations.
