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Table of Contents

Chapter 1: Introducing: Netnography, Qualitative Social Media Research Methods, and This Book Chapter 2: A History of Social Media Chapter 3: Media: Communicating and Connecting in the 21st Century Chapter 4: Socialities: All the Ways We Connect Chapter 5: Praxis: Introducing Practices and Data Operations Chapter 6: Ethics: Procedures and Flowcharts, Updates and Rules Chapter 7: Data: The Methodology of Netnographic Data Collection Chapter 8: Investigating: Five Steps to Social Media Data Collection Chapter 9: Interacting: Turning Connection and Communication into Research Data Chapter 10: Immersing: Journaling and Organizing a Reflective Curation Chapter 11: Integrating: Combining Telescopic and Microscopic Understandings Chapter 12: Analyzing: Elemental Data Transformation Operations Chapter 13: Interpreting: How to Discover and Make Meaning from Netnographic Data Chapter 14: Communicating: Presenting and Publishing Your Netnography Chapter 15: The Future of Netnography

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 has developed social media research methods that are widely used in universities and companies around the world. In 1995, in study of activism and media fan community, he invented netnography. Since that time, he has been refining the approach and applying it to gain a deeper understanding of our current social and communication landscape. Asking questions about technology, commodification, utopia, and desire, his research pushed disciplinary boundaries to open up a more integrative, cultural, moral, and passionate form of studying and theorizing emerging social media ecosystems. He currently holds the Jayne and Hans Hufschmid Chair of Cultural Social Media Research at the University of Southern California's Annenberg School for Communication and Journalism.


Netnography is a must-read for anyone engaged in or contemplating qualitative research on social media. Online behavior is at once a psychological, social, and technological phenomena, and qualitative approaches require both rigor and context, which Robert V. Kozinets offers in abundance. Both history and methodology are meticulously detailed in what ought to be a guidebook for social media researchers.

-- Howard Rheingold

If anyone had any doubt that this is the golden age for research, Rob Kozinets has made the case and provided the field guide that shows why this is so. Netnography is a fun locution for a big set of ideas about how to exploit new research methods to explore the biggest social, political and economic issues of our time.

-- Lee Rainie
Robert Kozinets knows his stuff: over the past 25 years, he has almost single-handedly established netnography as a methodological framework for qualitative Internet research. This third edition of his essential guide to netnographic research practices provides a very welcome update to the framework, taking in even more of the complex and ever-changing landscape of current social media platforms and their uses, and offering a wealth of ideas for working with qualitative social media data. Whether they're already calling themselves netnographers or have yet to discover the field, this book will inspire and enable many more researchers to investigate social media practices from a qualitative perspective. -- Axel Bruns
Netnography introduces researchers to the complex social system of people, spaces, and tool interactions existing in social media. Netnographic practices detail ways of understanding and engaging with communities considering the necessary ethics of digital qualitative research. The newest edition includes contemporary examples to support critical methodologies for understanding digital interactions. -- A. Nicole Pfannenstiel

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