Netnography: Networked Sociality

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    SAGE Publishing
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    Social media and the internet are rich, fertile sources of data for social researchers, though online data offer both opportunities and challenges. In this updated new edition, Robert V. Kozinets explains how to use ‘Netnography’ to study cultures and communities online. The book includes full procedural guidelines for the accurate and ethical conduct of ethnographic research online, with detailed, step-by-step guidance to thoroughly introduce, explain, and illustrate the method.The author surveys the latest research on online cultures and communities, focusing on the methods used to study them, with examples focusing on blogging, microblogging, videocasting, podcasting, social networking sites, virtual worlds and more.

    In this chapter, Kozinets examines social networking in an effort to open and broaden netnography’s focus, while also overviewing and providing essential theoretical background to serve as its base.

    The read this chapter for free, click HERE.

    To lean more about the book Netnography: Redefined, click HERE.


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