Netnography

With as many as 1 billion people now using online communities such as newsgroups, blogs, forums, social networking sites, podcasting, videocasting, photosharing communities, and virtual worlds, the internet is now an important site for research.

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.

This book will be essential reading for researchers and students in social sciences such as anthropology, sociology, marketing and consumer research, organization and management studies and cultural and media studies.

(SAGE Publications)

Bli först med att recensera och betygsätt boken Netnography - du kan vinna 200 kr varje månad i tävlingen "Månadens recension".

'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 Brajkovic
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

(SAGE Publications)

Robert V. Kozinets is Professor of Marketing and Chair of the Marketing Department at York Universitys Schulich School of Business in Toronto, Canada. An anthropologist by training, he also has extensive consulting experience. His interests include social media, branding, technology, and retail.

A pioneer of the methods of netnography and consumer videography, his articles have been published in journals such as the Journal of Marketing, the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Contemporary Ethnography and the Journal of Retailing. He has conducted participant-observational research and written ethnographies of Trekkers, Burners, coffee connoisseurs, modern primitives, Star Woids, X-Philes, greens, gamers, activists, technophiles, videophiles, technopagans, netnographers, and bloggers. That research has been published in journals such as the Journal of Marketing, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Retailing. He has two books: Consumer Tribes, a co-edited volume, and Netnography: Doing Ethnographic Research Online, a methods book published by Sage in 2010.

(SAGE Publications)