'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' -
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'
About the Author
Robert V. Kozinets is Professor of Marketing and Chair of the Marketing Area, Schulich School of Business, York University. He has authored or co-authored over 80 research publications, including many in the world's top marketing journals, a textbook, and two books. Currently, he is Associate Editor of the Journal of Marketing and Journal of Retailing. He is the originator of netnography.