This 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.
Netnography - Doing Ethnographic Research Online
Robert V. Kozinets
SAGE Publications
2009
232 páginas
7h 44m
ISBN-13: 9781848606456
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Robert V. Kozinets
Robert V. Kozinets is a globally-recognized expert on online communities, online market research, and online marketing strategy, whose opinions and work have been featured in global media from the New York Times and Newsweek to the Discovery Channel, the CBS National News, Brazil’s Bites Magazine, Canada’s National Post, and Australia’s Boss Magazine. An anthropologist by training, he is Associate Professor of Marketing at York University’s Schulich School of Business. In the past, he was full-time faculty at Northwestern University’s Kellogg School of Management and the University of Wisconsin-Madison’s School of Business.
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