Netnography Unlimited: Understanding Technoculture using Qualitative Social Media Research

Kozinets, Robert V.

ISBN 10: 0367425653 / ISBN 13: 9780367425654

Published by Taylor & Francis Ltd, 2020

About this Item

2020. 1st Edition. Paperback. . . . . . Books ship from the US and Ireland.

Seller Inventory # V9780367425654

Bibliographic Details

• Title: Netnography Unlimited: Understanding Technoculture using Qualitative Social Media Research
• Publisher: Taylor & Francis Ltd
• Publication Date: 2020
• Language: English
• ISBN 10: 0367425653
• ISBN 13: 9780367425654
• Binding: Soft cover
• Condition: New

About this title

Synopsis

Netnography has become an essential tool for qualitative research in the dynamic, complex, and conflicted worlds of contemporary technoculture. Shaped by academic fields, industries, national contexts, technologies and platforms, and languages and cultures for over two decades, netnography has impacted the research practices of scholars around the world.

In this volume, 34 researchers present 19 chapters that examine how they have adapted netnography and what those changes can teach us. Positioned for students and researchers in academic and professional fields, this book examines how we can better use netnographic research to understand the many ways networked technologies affect every element of contemporary business life and consumer existence.

Netnography Unlimited provides an unprecedented new look at netnography. From COVID-19 to influencer empathy, gambling and the Dark Web to public relations and the military, AI and more-than-human netnography to video-streaming and auto-netnography, there has never been a wider or deeper treatment of technocultural netnographic research in one volume. Readers will learn what kind of work they can do with netnography and gain an up-to-date understanding of the most pressing issues and opportunities. This book is a must-read for those interested in technology, research methods, and contemporary culture.

About the Author

Robert V. Kozinets is Professor and the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the Annenberg School for Communication and Journalism and Marshall School of Business, University of Southern California, Los Angeles, CA, USA.

Rossella Gambetti is Associate Professor of Business Communication at Labcom (Research Lab on Business Communication) in the Department of Business Administration and Management Sciences, Università Cattolica del Sacro Cuore, Milan, Italy.