Netnography is an adaptation of ethnography for the online world, pioneered by Robert Kozinets, and is concerned with the study of online cultures and communities as distinct social phenomena, rather than isolated content. In this landmark third edition, Netnography: The Essential Guide provides the theoretical and methodological groundwork as well as the practical applications, helping students both understand and do netnographic research projects of their own.



Packed with enhanced learning features throughout, linking concepts to structured activities in a step by step way, the book is also now accompanied by a striking new visual design and further case studies, offering the essential student resource to conducting online ethnographic research.

Real world examples provided demonstrate netnography in practice across the social sciences, in media and cultural studies, anthropology, education, nursing, travel and tourism, and others.




Format Häftad Omfång 472 sidor Språk Engelska Förlag Sage Publications Ltd Utgivningsdatum 2019-10-31 ISBN 9781526444707