Robert V Kozinets's Books

Netnography

Redefined

By: Robert V Kozinets

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Social media and Internet data offer rich opportunities and vexing challenges for sociocultural research. Explaining and extending prior approaches, Netnography: Redefined is an indispensable guide to the understanding and conduct of Internet ethnography. With this volume, netnography is upgraded, updated and renewed with the latest netnographic research from media anthropology, geography, education, library sciences, travel and tourism, linguistics, media and cultural studies, sociology, sexuality, addiction research, gaming studies, and nursing, and multiple examples from the worlds of Facebook, Twitter, LinkedIn, and other social media sites. Like its predecessor, Netnography: Redefined includes full, step-by-step procedural guidelines for the accurate and ethical conduct of netnography. Yet this edition adapts netnography to include big data and social media analytics, as well as further incorporating notions of network analysis. It deepens the practice of netnography through participative engagement, introspection, alternative representation, and a new humanist focus. Netnography: Redefined presents readers with up-to-date guidelines for the most fully realized and distinctive form of online ethnographic research yet developed.

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321

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SAGE

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ISBN 10

147392703X

ISBN 13

9781473927032

Qualitative Consumer and Marketing Research

By: Russell Belk,Eileen Fischer,Robert V Kozinets

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Qualitative Consumer and Marketing Research

By: Russell Belk,Eileen Fischer,Robert V Kozinets

How is qualitative marketing and consumer research conducted today? - What is rigorous research in this field? - What are the new, cutting edge techniques? Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research using both time-tested and new methods, skills and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills, using illustrations drawn from the best of recent and classic research. Whatever your background, this book will help you become a better researcher and help your research come alive for others.

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244

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SAGE

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ISBN 10

1446290395

ISBN 13

9781446290392

Netnography

The Essential Guide to Qualitative Social Media Research

By: Robert V Kozinets

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Netnography

The Essential Guide to Qualitative Social Media Research

By: Robert V Kozinets

Netnography is an adaptation of ethnography for the online world, pioneered by Robert Kozinets, and is concerned with the study of online cultures and communities as distinct social phenomena, rather than isolated content. In this landmark third edition, Netnography: The Essential Guide provides the theoretical and methodological groundwork as well as the practical applications, helping students both understand and do netnographic research projects of their own. Packed with enhanced learning features throughout, linking concepts to structured activities in a step by step way, the book is also now accompanied by a striking new visual design and further case studies, offering the essential student resource to conducting online ethnographic research. Real world examples provided demonstrate netnography in practice across the social sciences, in media and cultural studies, anthropology, education, nursing, travel and tourism, and others.

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494

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SAGE

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ISBN 10

1526482347

ISBN 13

9781526482341

Influencers and Creators

Business, Culture and Practice

By: Robert V Kozinets,Ulrike Gretzel,Rossella Gambetti

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Influencers and Creators

Business, Culture and Practice

By: Robert V Kozinets,Ulrike Gretzel,Rossella Gambetti

Influencers and content creators have profoundly impacted business and culture. This textbook combines cutting-edge conceptual and critical thinking on the subject with practical advice to go above and beyond what existing social media marketing textbooks offer. Using examples from around the world, it examines the influencer phenomenon from a variety of perspectives and also explains why influencers are becoming indispensable to governments, platforms, and brands. Key topics explored are: the influencer phenomenon as a form of persuasion as a structural change in media as a culture shift as a challenge to equality regulations impacting the phenomenon ethical implications With useful features, readers will gain a 360-degree view of one of the world′s most important new media phenomena.

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316

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SAGE

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ISBN 10

1529785979

ISBN 13

9781529785975

Consumer Tribes

By: Avi Shankar,Bernard Cova,Robert Kozinets

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Consumer Tribes

By: Avi Shankar,Bernard Cova,Robert Kozinets

Marketing and consumer research has traditionally conceptualized consumers as individuals- who exercise choice in the marketplace as individuals not as a class or a group. However an important new perspective is now emerging that rejects the individualistic view and focuses on the reality that human life is essentially social, and that who we are is an inherently social phenomenon. It is the tribus, the many little groups we belong to, that are fundamental to our experience of life. Tribal Marketing shows that it is not individual consumption of products that defines our lives but rather that this activity actually facilitates meaningful social relationships. The social ‘links’ (social relationships) are more important than the things (brands etc.) The aim of this book is therefore to offer a systematic overview of the area that has been defined as “cultures of consumption”- consumption microcultures, brand cultures, brand tribes, and brand communities. It is though these that students of marketing and marketing practitioners can begin to genuinely understand the real drivers of consumer behaviour. It will be essential to everyone who needs to understand the new paradigm in consumer research, brand management and communications management.

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348

Publisher

Routledge

Published Date

ISBN 10

1136414673

ISBN 13

9781136414671

The Essentials of Marketing Research

By: Lawrence S. Silver,Robert E. Stevens

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The Essentials of Marketing Research

By: Lawrence S. Silver,Robert E. Stevens

Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. This book guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including: Secondary research and data mining ; Internet marketing research ; Qualitative and exploratory research ; Statistical analysis and Marketing research ethics. With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.

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366

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Routledge

Published Date

ISBN 10

041589929X

ISBN 13

9780415899291

The Service-Dominant Logic of Marketing

Dialog, Debate, and Directions

By: Robert F. Lusch,Stephen L. Vargo

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The Service-Dominant Logic of Marketing

Dialog, Debate, and Directions

By: Robert F. Lusch,Stephen L. Vargo

Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. Service-dominant logic defines service as the application of competencies for the benefit of another entity and sees mutual service provision, rather than the exchange of goods, as the proper subject of marketing. It moves the orientation of marketing from a "market to" philosophy where customers are promoted to, targeted, and captured, to a "market with" philosophy where the customer and supply chain partners are collaborators in the entire marketing process. The editors elaborate on this model through an historical analysis, clarification, and extension of service-dominant logic, and distinguished marketing thinkers then provide further insight and commentary. The result is a more comprehensive and inclusive marketing theory that will challenge both current thinking and marketing practice.

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468

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Routledge

Published Date

ISBN 10

1317454642

ISBN 13

9781317454649

A Journey Through Qualitative Research

From Design to Reporting

By: Stéphanie Gaudet,Dominique Robert

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A Journey Through Qualitative Research

From Design to Reporting

By: Stéphanie Gaudet,Dominique Robert

This hands-on guide takes students from start-to-finish through the research process while showcasing the complexities and interrelationships of different methods, schools of thought, and associated analytical strategies. Encouraging students to think of qualitative research as a flexible, cyclical process rather than a linear one, this book offers a panoramic strategy and dynamic approach to qualitative research that accommodates the fluid nature of research and accounts for lessons learned through lived experience. With an emphasis on the analysis stage—within case, across case, and the dialogue between these insights and existing literature—it uses concrete applications to show how your methodological decisions translate into practice. It covers: Forming, defending, and evaluating research questions Choosing a research approach Ensuring ethically sound research Collecting quality data Analyzing data in layers Reporting research results Through a conversational tone that unpacks key vocabulary and acts as a companion supervisor, this book equips you to traverse every step of the qualitative research journey.

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327

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SAGE

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ISBN 10

1526448211

ISBN 13

9781526448217

Netnography

Doing Ethnographic Research Online

By: Robert V Kozinets

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Netnography

Doing Ethnographic Research Online

By: Robert V Kozinets

With as many as 1 billion people now using online communities such as newsgroups, blogs, forums, social networking sites, podcasting, videocasting, photosharing communities, and virtual worlds, the internet is now an important site for research. This exciting new text is the first to explore the discipline of 'Netnography' - the conduct of ethnography over the internet - a method specifically designed to study cultures and communities online. For the first time, full procedural guidelines for the accurate and ethical conduct of ethnographic research online are set out, with detailed, step-by-step guidance to thoroughly introduce, explain, and illustrate the method to students and researchers. The author also surveys the latest research on online cultures and communities, focusing on the methods used to study them, with examples focusing on the new elements and contingencies of the blogosphere (blogging), microblogging, videocasting, podcasting, social networking sites, virtual worlds and more. This book will be essential reading for researchers and students in social sciences such as anthropology, sociology, marketing and consumer research, organization and management studies and cultural and media studies.

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233

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SAGE Publications

Published Date

ISBN 10

1848606451

ISBN 13

9781848606456

Influencers and Creators

Business, Culture and Practice

By: Robert V Kozinets,Ulrike Gretzel,Rossella Gambetti

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Influencers and Creators

Business, Culture and Practice

By: Robert V Kozinets,Ulrike Gretzel,Rossella Gambetti

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316

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SAGE

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ISBN 10

1529785979

ISBN 13

9781529785975

Netnography

The Essential Guide to Qualitative Social Media Research

By: Robert V Kozinets

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Netnography

The Essential Guide to Qualitative Social Media Research

By: Robert V Kozinets

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494

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SAGE

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ISBN 10

1526482347

ISBN 13

9781526482341

Qualitative Consumer and Marketing Research

By: Russell Belk,Eileen Fischer,Robert V Kozinets

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Qualitative Consumer and Marketing Research

By: Russell Belk,Eileen Fischer,Robert V Kozinets

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244

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1446290395

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9781446290392

Wired TV

Laboring Over an Interactive Future

By: Denise Mann

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Wired TV

Laboring Over an Interactive Future

By: Denise Mann

This collection looks at the post–network television industry’s heady experiments with new forms of interactive storytelling—or wired TV—that took place from 2005 to 2010 as the networks responded to the introduction of broadband into the majority of homes and the proliferation of popular, participatory Web 2.0 companies like Facebook, YouTube, and Twitter. Contributors address a wide range of issues, from the networks’ sporadic efforts to engage fans using transmedia storytelling to the production inefficiencies that continue to dog network television to the impact of multimedia convergence and multinational, corporate conglomeration on entrepreneurial creativity. With essays from such top scholars as Henry Jenkins, John T. Caldwell, and Jonathan Gray and from new and exciting voices emerging in this field, Wired TV elucidates the myriad new digital threats and the equal number of digital opportunities that have become part and parcel of today’s post-network era. Readers will quickly recognize the familiar television franchises on which the contributors focus— including Lost, The Office, Entourage, Battlestar Gallactica, The L Word, and Heroes—in order to reveal their impact on an industry in transition. While it is not easy for vast bureaucracies to change course, executives from key network divisions engaged in an unprecedented period of innovation and collaboration with four important groups: members of the Hollywood creative community who wanted to expand television’s storytelling worlds and marketing capabilities by incorporating social media; members of the Silicon Valley tech community who were keen to rethink television distribution for the digital era; members of the Madison Avenue advertising community who were eager to rethink ad-supported content; and fans who were enthusiastic and willing to use social media story extensions to proselytize on behalf of a favorite network series. In the aftermath of the lengthy Writers Guild of America strike of 2007/2008, the networks clamped down on such collaborations and began to reclaim control over their operations, locking themselves back into an aging system of interconnected bureaucracies, entrenched hierarchies, and traditional partners from the past. What’s next for the future of the television industry? Stay tuned—or at least online. Contributors: Vincent Brook, Will Brooker, John T. Caldwell, M. J. Clarke, Jonathan Gray, Henry Jenkins, Derek Johnson, Robert V. Kozinets, Denise Mann, Katynka Z. Martínez, and Julie Levin Russo

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307

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Rutgers University Press

Published Date

ISBN 10

0813564557

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9780813564555

Book's by Robert V Kozinets

Netnography

Netnography

Qualitative Consumer and Marketing Research

Qualitative Consumer and Marketing Research

Netnography

Netnography

Influencers and Creators

Influencers and Creators

Consumer Tribes

Consumer Tribes

The Essentials of Marketing Research

The Essentials of Marketing Research

The Service-Dominant Logic of Marketing

The Service-Dominant Logic of Marketing

A Journey Through Qualitative Research

A Journey Through Qualitative Research

Netnography

Netnography

Influencers and Creators

Influencers and Creators

Netnography

Netnography

Qualitative Consumer and Marketing Research

Qualitative Consumer and Marketing Research

Wired TV

Wired TV

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