PDF | In this new and completely updated book, Netnography is (re) defined as a Robert V. Kozinets at University of Southern California. Robert V. Kozinets at University of Southern California This chapter introduces readers to netnography, a technique for the cultural analysis. Netnography: Doing Ethnographic Research Online [Robert Kozinets] on *FREE* shipping on qualifying offers. This exciting new text is the first to.

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However, several researchers are developing the techniques in social networking sitesvirtual worldsmobile communities, and other novel computer-mediated social domains. However, should there be a substantial number of comments that are using sarcastic language, solely using a machine-generated algorithm will nstnography the wrong conclusion, for “good” does not always mean “good”.

Netnography has an advantage over ethnography in that it focuses primarily on the context of textual communication and any affiliated multimedia elements, whereas ethnography focuses primarily on physical forms of human communication e. To find the emotional story, big data analysis is often used as a complementary technique, usually netnographg the kpzinets of the research.

There are several characters that differentiate netnography from ethnography. According to Kozinets, [3] any netnography will fall into one of four categories: With ethnography’s influence on netnography, this research method enables the researcher to link the communication patterns in order to understand the tacit and latent practices negnography within and between these online communities of interest Mariampolski, Kozinets is a globally recognized expert on social media, marketing, branding and innovation.

Not to mention context.


Though netnography is developed from ethnography and applied in the online settings, it is more than the application of qualitative research in the form of traditional ethnographic techniques in an online context.

Ethical concerns over netnography turn on early concerns about whether online forums are to be considered a private kozjnets a public site, and about what constitutes informed consent in cyberspace see Paccagnella Research ethics may be one of the most important differences between traditional ethnography and netnography.


Human is a very complex being, and the language that we use, regardless netnnography the language itself, has depth. What is acceptable or positive in one culture might be the total opposite in others. Since Netnography uses spontaneous data and conducts observation without intruding online users, it is regarded as more naturalistic than other approaches such as interviews, focus groups, surveys and experiments Kozinets, For the first time, full procedural guidelines for the kozinete and ethical conduct of ethnographic research online are set out, with detailed, step-by-step kozineys to thoroughly introduce, explain, and illustrate the method to students and researchers.

The easiest thing to do is perhaps analyzing the comments section of the brand’s website. Such insights have the potential of becoming something actionable. Compared to surveysexperiments, focus groupsand personal interviewsnetnography can be less obtrusive. As Kozinets Kozinetsp.

“Netnography: A Method Specifically Designed to Study Cultures and Comm” by Gary M. Bowler Jr.

One can no longer assume that people are isolating themselves from the physical world with technology, but rather view technology such as computer-mediated communication and digital information as a gateway that allows them to interact with familiar and, at times, anonymous users on a given occasion.

Netnography also is less costly and timelier than focus groups and personal interviews.

This page was last edited on 2 Decemberat Read, kzinets, and take notes, across web, tablet, and phone. I plan to keep it on my shelf for some time. Ideology and ethnic conflict. Although the online landscape mediates social representation and renders problematic the issue of informant identity, netnography seems perfectly amenable to treating behavior or the social act as the ultimate unit of analysis, rather than the individual netnigraphy.

These techniques are employed to find the emotional story behind a subject. Netnography combines rich samples of communicative and interactions flowing through the internet: Researchers wishing to generalize the findings of a netnography of a particular online group to other groups must apply careful evaluations of similarity and consider using multiple methods for research triangulation.


Quantifying Quality and Qualifying Quantity Vol. It is also a challenging approach involving work to tackle unpredictable and abundant data Kozinets, In netnography, to find kozinet necessary emotion, the story behind the individuals, the researcher has to have a deep understanding of the culture that surrounds the data that he uses.

Unlike the fetishization of big data and its attempt to portray a generic, characterization of markets in online communities i. The use of the method spread from marketing research and consumer research to a range of other disciplines, including educationlibrary and information scienceshospitalitytourismcomputer sciencepsychologysociologyanthropologygeographyurban studiesleisure and game studiesand human sexuality and addiction research.

That being said, if you plan to do any kind of serious social science online, whether for a school project or a corporation, I think you will find this book netnogrsphy.

Cultural fluency means that at the end of the research, the researcher should be fluent in the symbolic language of the site, and even so knowledgeable about a key person that they have an almost biographical authority regarding them.

Netnography – Wikipedia

For example, let us say there is a research of a certain brand where the goal is to understand the sentiment of the customers or potential consumers towards a specific brand. The goal of a netnographer is cultural fluency, the last factor of netnography. It has nuance, symbolism, sarcasm, to nftnography a few. This book is meant to be used as a manual, and so it can afford to sacrifice being an engaging text in order to be a more informative one.

If, however, you have some experience reading other social science academic work, you will find this book to be very readable.

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