Netnography: Redefined (Second Edition)

This 320 page 2015 book is an updated version of the seminal text by its author, Netnography: Doing Ethnographic Research Online (2010) and is a go to resource for current netnographic research by the discipline’s founding author. This edition, however, expands to include big data and social media analytics, as well as incorporating notions of network analysis. The book expands, upgrades, and renews the concept of netnography with the latest netnographic research examples from Facebook, Twitter, LinkedIn, and other social media platforms. The book brings together a wide range of research studies from fields of media anthropology, geography, education, library sciences, travel and tourism, linguistics, media and cultural studies, sociology, sexuality, addiction research, gaming studies, and nursing.

This book will be of particular use to both advanced researchers and practitioners in netnographic and digital ethnography and those simply interested in expanding their research into the field. Like its predecessor, the book includes full step-by-step procedural guidelines for the accurate and ethical conduct of netnography. It additionally deepens the practice of netnography through participative engagement, introspection, alternative representation, and a new humanist focus.

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