Netnography has become an essential tool for qualitative research in the dynamic, complex, and conflicted worlds of contemporary technoculture. Shaped by academic fields, industries, national contexts, technologies and platforms, and languages and cultures for over two decades, netnography has impacted the research practices of scholars around the world.
In this volume, 34 researchers present 19 chapters that examine how they have adapted netnography and what those changes can teach us. Positioned for students and researchers in academic and professional fields, this book examines how we can better use netnographic research to understand the many ways networked technologies affect every element of contemporary business life and consumer existence.
Netnography Unlimited provides an unprecedented new look at netnography. From COVID-19 to influencer empathy, gambling and the Dark Web to public relations and the military, AI and more-than-human netnography to video-streaming and auto-netnography, there has never been a wider or deeper treatment of technocultural netnographic research in one volume. Readers will learn what kind of work they can do with netnography and gain an up-to-date understanding of the most pressing issues and opportunities. This book is a must-read for those interested in technology, research methods, and contemporary culture.
Table of Contents
Section 1 – Netnography mobilized
Chapter 1 – Netnography today: a call to evolve, embrace, energize, and electrify - Robert V. Kozinets
Chapter 2 – Netnography to uncover cryptomarkets - Alexia Maddox
Chapter 3 – Netnography to explore gambling practices: situating and advancing discourse and method - Killian O’Leary
Chapter 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
Chapter 5 – Netnography in the healthcare and nursing sector - Martin Salzmann-Erikson and Henrik Eriksson
Chapter 6 – Netnography in a military context: ethical considerations - Donna Schuman, Donald Schuman, Natalie Pope and Amy Johnson
Chapter 7 – Political netnography: a method for the study of power and ideology in social media - Dino Villegas
Chapter 8 – Netnography in public relations - Margalit Toledano
Chapter 9 – Netnography in tourism beyond Web 2.0: a critical assessment - Rokhshad Tavakoli and Paolo Mura
Section 3 – Netnography industrialized
Chapter 10 – Netnography applied: five key lessons learned from sixteen years of field experience - Michael Bartl and Constance Casper
Chapter 11 – Netnography in the banking sector - José-Serafin Clemente-Ricolfe and Roberto Cervelló Royo
Chapter 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
Chapter 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
Chapter 14 – Auto-netnography in education: unfettered and unshackled - Elizabeth Howard
Chapter 15 – Getting up, close and personal with influencers: the promises and pitfalls of intimate netnography - Anthony Patterson and Rachel Ashman
Section 5 - Netnography theorized
Chapter 16 – Netnography in human and non-human networked sociality - Sarah Quinton and Nina Reynolds
Chapter 17 – Online ethnography and social phenomena on the move: time construction in netnography and mobile ethnography - Birgit Muskat
Chapter 18 – Netnography in live video streaming - Yi-Sheng Wang
Chapter 19 – Netnography, digital habitus, and technocultural capital - Rossella Gambetti
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.