28 February 2015

[Book] Netnography Redefined

Be the first to share
Media
Business
Services
Social Issues

Netnography Redefined
by Robert V Kozinets (York University, Canada)
Sage Publications, 288 pages
July 2015

Social media and the internet are rich, fertile sources of data for social researchers, though online data offer both opportunities and challenges. In this updated new edition, Robert V. Kozinets explains how to use ‘Netnography’ to study cultures and communities online. The book includes full procedural guidelines for the accurate and ethical conduct of ethnographic research online, with detailed, step-by-step guidance to thoroughly introduce, explain, and illustrate the method.The author surveys the latest research on online cultures and communities, focusing on the methods used to study them, with examples focusing on blogging, microblogging, videocasting, podcasting, social networking sites, virtual worlds and more.

The new edition has been expanded to include:

  • detailed guidance for researchers on how to combine online and in-person ethnographic methods to fully explore a social phenomenon
  • more focus on specific kinds of social media data from sites such as Facebook and Twitter
  • more specific examples of how netnography can be used in different social science fields, such as media studies, sociology, anthropology, nursing, and education
  • a discussion of the ways in which communal and cultural social identities are constantly being transformed by combinations of traditional and social media.

This book will be essential reading for researchers and students across the social sciences who wish to study communities online.

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.

Be the first to share
4 April 2019
When ethnography becomes a joke
For a number of years, we have witnessed a diminishing appetite for ethnographic work among commercial clients, writes Patricia Sunderland, PhD and founder of Cultural Research and Analysis, on the site of the Qualitative Research …
16 February 2019
[Book] The Next Billion Users: Digital Life Beyond the West
The Next Billion Users: Digital Life Beyond the West by Payal Arora Harvard University Press, 2019 280 pages A digital anthropologist examines the online lives of millions of people in China, India, Brazil, and across the Middle East—home to …
20 January 2019
[Book] The Age of Surveillance Capitalism
The Age of Surveillance Capitalism: The Fight for the Future at the New Frontier of Power Shoshana Zuboff Profile Books, 31 January 2019 704 pages The challenges to humanity posed by the digital future, the first detailed examination of …
11 January 2019
[Book] Left to Our Own Devices
Left to Our Own Devices: Outsmarting Smart Technology to Reclaim Our Relationships, Health, and Focus Margaret E. Morris MIT Press, 2018 192 pages Unexpected ways that individuals adapt technology to reclaim what matters to them, from working through conflict …
1 January 2019
Daniel Kahneman on cutting through the noise
You might be surprised by what occupies Daniel Kahneman’s thoughts. “You seem to think that I think of bias all the time,” he tells esteemed economist Tyler Cowen. “I really don’t think of bias that …
22 December 2018
Intel anthropologist Dawn Nafus interview on the use of data and technology in medical contexts
In an age where we can collect and store (forEVER) every second of every day, how much do we truly need… to learn? To react? To do good deeds that benefit society? Assuming we champion that, …
20 November 2018
Journal of Business Anthropology devoted to design anthropology
The Journal of Business Anthropology is an Open Access journal which publishes the results of anthropological research in business organizations and business situations of all kinds. The theme of the latest issue - Vol 7, …
20 November 2018
[Book] Who can you trust?
Who can you trust? How Technology Brought Us Together and Why It Might Drive Us Apart by Rachel Botsman Public Affairs November 2017, 336 pages If you can’t trust those in charge, who can you trust? From government to business, …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

5 July 2019
Experientia on addressing vaccine hesitancy

Vaccine hesitancy is a top10 global health threat. Dealing with it successfully requires understanding it as a behaviour and generating a holistic view of people’s perspectives & ecosystems. This way we can identify the best opportunities for intervention. Here is Experientia’s position on vaccine hesitancy and our tailor-made support for the vaccine industry.

2 May 2019
MacArthur Foundation’s “100&Change” competition now calling for applications

100&Change is a MacArthur Foundation competition for a $100 million grant to fund a single proposal that will make measurable progress toward solving a significant problem. 100&Change will select a bold proposal that promises real progress toward solving a critical problem of our time. And it will award a $100 million grant to help make […]

19 March 2019
Interested in a career with us?

Then we are interested in hearing from you. We have several positions available for talented UX/UI and service designers who are passionate about creating world-class user experiences. Please see the job descriptions on our website for more information, and send us your CV with a cover letter statement about yourself, your experience, and what UX […]

22 December 2018
Our very best wishes for 2019! / Auguri da Experientia!
4 October 2018
Bringing​ ​patients into focus at the Roche Innovation Summit

Experientia is proud to have been a key participant at the Roche Innovation Summit, held at Roche headquarters in Basel Switzerland on 19 June 2018. Themed “​Transforming the Healthcare Experience Together​”, the summit aimed to galvanize the Roche community around the future transformation of healthcare and diagnostics. With 800 attendees from Roche and Genentech global […]

13 June 2018
Invito: DesAlps design thinking workshop per la tua startup

Hai una startup? Hai mai pensato ai benefici che potrebbe trarre dal Design Thinking? Questa è l’opportunità per scoprirlo! DesAlps Workshop #2: Il Design Thinking per la tua startup! Giovedì 28 giugno 2018 – dalle 9:30 alle 17:00 @ I3P | Corso Castelfidardo 30/a, Torino —– Nell’ambito del progetto europeo DesAlps, un team di esperti […]

See all articles