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
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Netnography is a must-read for anyone engaged in or contemplating qualitative research on social media.
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Netnography has become an essential tool for qualitative research in the dynamic, complex, and conflicted worlds of contemporary technoculture. Shaped by academic fields, industries, national contexts, technologies and platforms, and languages and cultures for over two decades, netnography has impacted the research practices of scholars around the world.
It is a qualitative, interpretive research methodology that adapts traditional ethnographic techniques to the study of social media.
Netnographythe essential guide to qualitative social media research. 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.
Netnography: the essential guide to qualitative social media research - kindle edition by kozinets, robert.
Netnography is an adaptation of ethnography for the online world, pioneered by robert kozinets, and is concerned with the study of online cultures and commun.
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