Tags » Netnography

Netnography: An Overview (Schulich MBA class, Social Media Marketing taught by Robert Kozinets)

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. 71 more words

Case Study

Netnography and Digital Records: An Interview with Robert Kozinets

Robert Kozinets coined the term netnography to mean “qualitative method devised specifically to investigate the consumer behavior of cultures and communities present on the Internet.” This interview with Kozinets reveals his thoughts on traditional v. 95 more words


From netnography to streaming

Finally the research is done. It did not go as planned and I had to make some major changes. To do a netnographic research some interactive discussion forum should have been found. 51 more words

“Online Social Research”

This book draws together a collection of essays on online social research brought under three main themes: Methods, Issues and Ethics.

Published in 2004, the areas researched are very contemporary to the era and include… 407 more words


8 types of online community participants

Kozinet (2010) describes eight types of participants for online communities. This is a very useful knowledge to help really understanding the actors of an online community. 435 more words


Netnography #3: Vive la difference?

Although I have yet to become better acquainted with the principles of ethnography through some of the standard texts, Kozinets (2010:60) provides a useful starting point: 402 more words


Netnography #2: Entrée ... mine was the salmon coulibiac.

On entering the field, Kozinets (2010:75) advocates a participative approach, suggesting that a passive, observational netnography which ‘removes the opportunity to experience embedded cultural understanding’ will have a negative impact on the subsequent interpretation. 580 more words