Netnography

Qualitative Digital Inquiry for the Age of AI
4. Auflage 2027
ISBN: 978-1-0362-1705-1
Verlag: SAGE Publications

Buch, Englisch, 352 Seiten, Format (B × H): 170 mm x 242 mm

How do you research culture, communities, and human experience in a digitally connected world?

Written by Robert Kozinets, pioneer of netnography, this is the definitive guide to the method from its original creator. Combining authoritative theory with practical step-by-step guidance, it is the only book that both defines netnography and shows students and researchers how to conduct netnographic research in today's AI-enabled world.

Completely rewritten and updated from the ground up, this fourth edition reimagines netnography for a new era of digital research. Reflecting the profound changes brought about by AI, social media, platformisation, and emerging digital environments, it provides a contemporary framework for using netnography to generate rich cultural insights across a wide range of research contexts. Through real-world examples, practical guidance, and methodological innovation, readers learn how to conduct rigorous qualitative inquiry in an increasingly digital society.

Essential reading for students and researchers interested in netnography, digital research methods, qualitative methodology, qualitative digital inquiry, and the contemporary application of AI in research.

Autoren/Hrsg.

Kozinets, Robert V.

Inhaltsverzeichnis

Chapter 1: Situating Netnography
Chapter 2: Philosophy of Science
Chapter 3: Netnographic Praxis
Chapter 4: Ethical Wayfinding
Chapter 5: Initiation
Chapter 6: Immersion
Chapter 7: Investigation
Chapter 8: Interaction
Chapter 9: Integration
Chapter 10: Interpretation
Chapter 11: Incarnation
Chapter 12: Evolutionary Implications

Über Autor(innen)

Kozinets, Robert V.
Robert V. Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern California’s Annenberg School and Marshall School of Business.

Recognized globally as the creator of netnography, he spearheads the method’s international growth as President of the Association for Netnographic Research (1,000+ members in 70+ countries) and President of Netnocon, the annual global netnography conference launched in 2023 with events across Manchester, Milan, Marseille, and Izmir.

Kozinets has received multiple career honors, including the Association for Consumer Research Lifetime Achievement Fellow's Prize, Sweden’s Economics Research Foundation Research Prize, and the EM Normandie Lifetime Research Award. He has published 10 books and more than 150 articles, serves as Associate Editor for the Journal of Marketing and Journal of Interactive Marketing, and advises global organizations and high-stakes legal proceedings through his firm, Netnografica.