About the Book

Netnography is a research method that adapts ethnography for studying online cultures and communities. This approach is discussed in detail in the third edition of the book, “Netnography: The Essential Guide to Qualitative Social Media Research” by Robert Kozinets. The book provides both theoretical and practical guidance for students interested in conducting netnographic research projects. It also includes real-world examples of netnography in various fields such as media and cultural studies, anthropology, education, nursing, and travel and tourism.

The book is organized into 15 chapters that cover topics such as the history of social media, the methodology of netnographic data collection, analyzing and interpreting netnographic data, and presenting and publishing netnography research. The book also addresses ethical considerations in netnographic research, providing procedures, flowcharts, updates, and rules.

Throughout the book, learning features link concepts to structured activities, providing a step-by-step approach to netnography research. Additionally, the book has a new visual design and updated case studies, making it a valuable resource for students and researchers who want to conduct online ethnographic research.

The book was published in October 2019 by SAGE Publications Ltd. It is 472 pages.

Book Review

“Netnography: The Essential Guide to Qualitative Social Media Research” by Robert Kozinets is a highly recommended book for anyone engaged in qualitative research on social media. The book provides a comprehensive overview of netnography as a research method, including its history and methodology, and offers practical guidance on conducting netnographic research projects in various fields.

The book has received numerous positive reviews from various experts in the field of research. Howard Rheingold describes it as a guidebook for social media researchers, and Lee Rainie, Director of Internet and Technology Research at Pew Research Center, praises the book for demonstrating the benefits of new research methods in exploring social, political, and economic issues. Axel Bruns from The Queensland University of Technology recommends the book for its wealth of ideas on working with qualitative social media data.

The book has also received positive reviews from educators and researchers in various fields, including business, education, health, and social care. The book is praised for its informative and easy-to-comprehend writing style, its visually compelling design, and its inclusion of contemporary examples that support critical methodologies for understanding digital interactions.

In summary, “Netnography: The Essential Guide to Qualitative Social Media Research” is an excellent resource for anyone interested in conducting netnographic research. The book provides both theoretical and practical guidance and is highly recommended by experts in the field of research, as well as educators and researchers in various fields.