This updated text includes the latest netnographic research and examples from contemporary social networks, including Facebook, Twitter, and LinkedIn. Kozinets includes step-by-step guidelines to help researchers get started in netnography and addresses research in areas such as geography, linguistics, addiction, and gaming. This book is a forward step in bringing attention to netnographic research and the valuable data it can provide.
Kozinets, Robert V. 2015. Netnography: Redefined. 2nd ed. Thousand Oaks: SAGE Publications.
Robert Kozinets, who coined the term “netnography,” examines the ways online ethnography was used by Campbell’s Soup to learn more about the behaviors and ideas of their customers. For Campbell’s, “a netnographer would study why and how people swap recipes and soup stories, analyzing how these experiences fit into their daily lives.” Kozinets explains how social networks give companies a glimpse into the lives of their customers and can use seemingly random posts to gauge the health of a community. Brand managers could learn a lot from the kind of research Campbell’s conducted, which gave the company concrete initiatives that, once implemented, increased unique monthly visitors from 120,000 to more than a million in just a few months.
Written by Robert Kozinets, who coined the term netnography to mean “qualitative method devised specifically to investigate the consumer behavior of cultures and communities present on the Internet,” this is the definitive text for those seeking to engage in netnographic research. In this book, Kozinets gives an overview of netnographic research methods and walks the reader through data collection and analysis. While the examples are somewhat dated, Kozinets does spend time talking about potential developments in web 2.0 communities and ways of expanding netnography to meet the needs of researchers of the future.
Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Thousand Oaks, CA: Sage Publications.
This video presentation features two students of Robert Kozinets. The students give an overview of netnography and describe how they used netnography to conduct market research for Listerine and also examine the class’s own Facebook group. Kozinets joins the students at the end of the video to take part in a question and answer session. The students provide valuable information to new researchers by describing their experiences from beginning to end. Having Kozinets weigh in is an added bonus.