Netnography has become an essential tool for qualitative research in the dynamic, complex, and conflicted worlds of contemporary technoculture. In this volume, thirty-two researchers present nineteen chapters that examine how they have adapted netnography and what those changes can teach us.
Netnography has become an essential tool for qualitative research in the dynamic, complex, and conflicted worlds of contemporary technoculture. In this volume, thirty-two researchers present nineteen chapters that examine how they have adapted netnography and what those changes can teach us.
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.
Inhaltsangabe
Section 1. Netnography mobilized. 1. Netnography today: a call to evolve, embrace, energize, and electrify (Robert V. Kozinets). 2. Netnography to uncover cryptomarkets (Alexia Maddox). 3. Netnography to explore gambling practices: situating and advancing discourse and method (Killian O'Leary). 4. In the public interest: netnography to impel policy and regulatory change (Robert V. Kozinets, Rossella Gambetti, Ulrike Gretzel, Maribel Suarez and Caroline Renzulli). Section 2. Netnography territorialized. 5. Netnography in the healthcare and nursing sector (Martin Salzmann-Erikson and Henrik Eriksson). 6. Netnography in a military context: ethical considerations (Donna Schuman, Donald Schuman, Natalie Pope and Amy Johnson). 7. Political netnography: a method for the study of power and ideology in social media (Dino Villegas). 8. Netnography in public relations (Margalit Toledano). 9. Netnography in tourism beyond Web 2.0: a critical assessment (Rokhshad Tavakoli and Paolo Mura). Section 3. Netnography industrialized. 10. Netnography applied: five key lessons learned from sixteen years of field experience (Michael Bartl and Constance Casper). 11. Netnography in the banking sector (José-Serafin Clemente-Ricolfe and Roberto Cervelló Royo). 12. The best of both worlds: methodological insights on combining human and AI labor in netnography (Anna Marchuk, Stefan Biel, Volker Bilgram and Signe Worning Løgstrup Jensen). 13. Global beautyscapes: an innovation-centered netnography of Chinese skin care and cosmetics consumers (Rossella Gambetti, Robert V. Kozinets, Ulrike Gretzel, Pierfranco Accardo and Luisella Bovera). Section 4. Netnography humanized. 14. Auto-netnography in education: unfettered and unshackled (Elizabeth Howard). 15. Getting up, close and personal with influencers: the promises and pitfalls of intimate netnography (Anthony Patterson and Rachel Ashman). Section 5 - Netnography theorized. 16. Netnography in human and non-human networked sociality (Sarah Quinton and Nina Reynolds). 17. Online ethnography and social phenomena on the move: time construction in netnography and mobile ethnography (Birgit Muskat). 18. Netnography in live video streaming (Yi-Sheng Wang). 19. Netnography, digital habitus, and technocultural capital (Rossella Gambetti).
Section 1. Netnography mobilized. 1. Netnography today: a call to evolve, embrace, energize, and electrify (Robert V. Kozinets). 2. Netnography to uncover cryptomarkets (Alexia Maddox). 3. Netnography to explore gambling practices: situating and advancing discourse and method (Killian O'Leary). 4. In the public interest: netnography to impel policy and regulatory change (Robert V. Kozinets, Rossella Gambetti, Ulrike Gretzel, Maribel Suarez and Caroline Renzulli). Section 2. Netnography territorialized. 5. Netnography in the healthcare and nursing sector (Martin Salzmann-Erikson and Henrik Eriksson). 6. Netnography in a military context: ethical considerations (Donna Schuman, Donald Schuman, Natalie Pope and Amy Johnson). 7. Political netnography: a method for the study of power and ideology in social media (Dino Villegas). 8. Netnography in public relations (Margalit Toledano). 9. Netnography in tourism beyond Web 2.0: a critical assessment (Rokhshad Tavakoli and Paolo Mura). Section 3. Netnography industrialized. 10. Netnography applied: five key lessons learned from sixteen years of field experience (Michael Bartl and Constance Casper). 11. Netnography in the banking sector (José-Serafin Clemente-Ricolfe and Roberto Cervelló Royo). 12. The best of both worlds: methodological insights on combining human and AI labor in netnography (Anna Marchuk, Stefan Biel, Volker Bilgram and Signe Worning Løgstrup Jensen). 13. Global beautyscapes: an innovation-centered netnography of Chinese skin care and cosmetics consumers (Rossella Gambetti, Robert V. Kozinets, Ulrike Gretzel, Pierfranco Accardo and Luisella Bovera). Section 4. Netnography humanized. 14. Auto-netnography in education: unfettered and unshackled (Elizabeth Howard). 15. Getting up, close and personal with influencers: the promises and pitfalls of intimate netnography (Anthony Patterson and Rachel Ashman). Section 5 - Netnography theorized. 16. Netnography in human and non-human networked sociality (Sarah Quinton and Nina Reynolds). 17. Online ethnography and social phenomena on the move: time construction in netnography and mobile ethnography (Birgit Muskat). 18. Netnography in live video streaming (Yi-Sheng Wang). 19. Netnography, digital habitus, and technocultural capital (Rossella Gambetti).
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