Netnography Unlimited (eBook, PDF)

Understanding Technoculture using Qualitative Social Media Research
Redaktion: Kozinets, Robert V.; Gambetti, Rossella

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 342
• Erscheinungstermin: 29. Dezember 2020
• Englisch
• ISBN-13: 9781000300765
• Artikelnr.: 60622777

Autorenporträt

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).