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
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