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Netnography: Doing Ethnographic Research Online

5 customer reviews
ISBN-13: 978-1848606456
ISBN-10: 1848606451
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Editorial Reviews

Review

'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 Brajkovi¡c
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

About the Author

Robert V. Kozinets is a globally recognized expert on social media, marketing, branding and innovation. Besides inventing netnography, he has authored and co-authored over 100 pieces of research on the intersection of technology, media, brands, and consumers.

Robert V. Kozinets is widely recognized as the inventor of netnography, and a social media marketing and research authority. He has authored and co-authored over 150 pieces of research, and hundreds more Tweets (@kozinets) and blog posts (kozinets.net), usually about the intersection of technology, media, brands, methods, institutions, and social groups. This includes four books―three of them Sage Method books. Currently, Kozinets is Associate Editor of the Journal of Consumer Research and the Journal of Retailing, an Academic Trustee of the Marketing Science Institute, and is the Industry seat on the Board of Directors of the Association for Consumer Research. On the industry side, he has extensive speaking, training, and consulting experience with a range of global companies and organizations, including HSBC, TD Banking and Financial Group, American Express, Merck, Sony, Nissan, eBay, Campbell Soup, and L’Oréal. He is Professor of Marketing at York University’s Schulich School of Business, where he is also Chair of the Marketing department.

 

 

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Product Details

  • Paperback: 232 pages
  • Publisher: SAGE Publications Ltd (December 22, 2009)
  • Language: English
  • ISBN-10: 1848606451
  • ISBN-13: 978-1848606456
  • Product Dimensions: 6.7 x 0.5 x 9.5 inches
  • Shipping Weight: 14.4 ounces
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #868,302 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

22 of 30 people found the following review helpful By Rebecca J Hogue on March 22, 2011
Format: Paperback
I was sadly disappointed by this book. I expected a book that would tell me about doing netnography using the modern Internet. All the examples used the old Usenet newsgroups. There was no information about doing ethnographic research with blogs. About 95% of the book could have been written 15-years ago and it was applicable then. It lacks awareness of how Web 2.0 changed the face of online communities.
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Great! Important and practical for own research. Good tips and methods.
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1 of 3 people found the following review helpful By Aimee Dinnin on August 10, 2011
Format: Paperback
This book is an excellent resource for qualitative research in general, and truly the definitive guide for tackling research questions with an online component. The book is comprehensive, well organized and insightful. The entire research process is clearly articulated, and, importantly, the author also provides very concrete examples of how to move through stages of data analysis and interpretation - something that many research guides fail to do. In short: highly recommended!
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4 of 9 people found the following review helpful By Sirin on May 6, 2011
Format: Paperback
Kozinets has been known as the founder of online etnographic techniques. His papers on the top academic journals like Journal of Marketing and Journal of Consumer Research over the last decade, as well as his outstanding insights about the life on the net, have all yielded such a comprehensive outcome. Great book, highly recommended.
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0 of 3 people found the following review helpful By Carlos Hernández Soto on July 22, 2012
Format: Paperback Verified Purchase
"Netnography: Doing Ethnographic Research Online" is an excellent methodological text that introduces the reader into the new discipline of 'netnography'. I recommend it.
Carlos Hernández Soto
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