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.

Netnography is a must-read for anyone engaged in or contemplating qualitative research on social media. Online behavior is at once a psychological, social, and technological phenomena, and qualitative approaches require both rigor and context, which Robert V. Kozinets offers in abundance. Both history and methodology are meticulously detailed in what ought to be a guidebook for social media researchers.

• Chapter 1: Introducing: Netnography, Qualitative Social Media Research Methods, and This BookChapter 2: A History of Social MediaChapter 3: Media: Communicating and Connecting in the 21st CenturyChapter 4: Socialities: All the Ways We ConnectChapter 5: Praxis: Introducing Practices and Data OperationsChapter 6: Ethics: Procedures and Flowcharts, Updates and RulesChapter 7: Data: The Methodology of Netnographic Data CollectionChapter 8: Investigating: Five Steps to Social Media Data CollectionChapter 9: Interacting: Turning Connection and Communication into Research DataChapter 10: Immersing: Journaling and Organizing a Reflective CurationChapter 11: Integrating: Combining Telescopic and Microscopic UnderstandingsChapter 12: Analyzing: Elemental Data Transformation OperationsChapter 13: Interpreting: How to Discover and Make Meaning from Netnographic DataChapter 14: Communicating: Presenting and Publishing Your NetnographyChapter 15: The Future of Netnography

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.

Netnography is a must-read for anyone engaged in or contemplating qualitative research on social media. Online behavior is at once a psychological, social, and technological phenomena, and qualitative approaches require both rigor and context, which Robert V. Kozinets offers in abundance. Both history and methodology are meticulously detailed in what ought to be a guidebook for social media researchers.

• Chapter 1: Introducing: Netnography, Qualitative Social Media Research Methods, and This BookChapter 2: A History of Social MediaChapter 3: Media: Communicating and Connecting in the 21st CenturyChapter 4: Socialities: All the Ways We ConnectChapter 5: Praxis: Introducing Practices and Data OperationsChapter 6: Ethics: Procedures and Flowcharts, Updates and RulesChapter 7: Data: The Methodology of Netnographic Data CollectionChapter 8: Investigating: Five Steps to Social Media Data CollectionChapter 9: Interacting: Turning Connection and Communication into Research DataChapter 10: Immersing: Journaling and Organizing a Reflective CurationChapter 11: Integrating: Combining Telescopic and Microscopic UnderstandingsChapter 12: Analyzing: Elemental Data Transformation OperationsChapter 13: Interpreting: How to Discover and Make Meaning from Netnographic DataChapter 14: Communicating: Presenting and Publishing Your NetnographyChapter 15: The Future of Netnography

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.

Netnography is a must-read for anyone engaged in or contemplating qualitative research on social media. Online behavior is at once a psychological, social, and technological phenomena, and qualitative approaches require both rigor and context, which Robert V. Kozinets offers in abundance. Both history and methodology are meticulously detailed in what ought to be a guidebook for social media researchers.

• Chapter 1: Introducing: Netnography, Qualitative Social Media Research Methods, and This BookChapter 2: A History of Social MediaChapter 3: Media: Communicating and Connecting in the 21st CenturyChapter 4: Socialities: All the Ways We ConnectChapter 5: Praxis: Introducing Practices and Data OperationsChapter 6: Ethics: Procedures and Flowcharts, Updates and RulesChapter 7: Data: The Methodology of Netnographic Data CollectionChapter 8: Investigating: Five Steps to Social Media Data CollectionChapter 9: Interacting: Turning Connection and Communication into Research DataChapter 10: Immersing: Journaling and Organizing a Reflective CurationChapter 11: Integrating: Combining Telescopic and Microscopic UnderstandingsChapter 12: Analyzing: Elemental Data Transformation OperationsChapter 13: Interpreting: How to Discover and Make Meaning from Netnographic DataChapter 14: Communicating: Presenting and Publishing Your NetnographyChapter 15: The Future of Netnography