Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Netnography - Theory & How-To's

22,896 views

Published on

Class Leadership Presentation: Netnography - Theory and How-To's

  • DOWNLOAD FULL eBOOK INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc eBook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookeBOOK Crime, eeBOOK Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I had a chance to give a small presentation about netnography in R.Kozinets' MBA class this week. I would just like to share my slides here too. http://www.slideshare.net/elpinchito/netnography-overview-and-how-to-schulich-school-of-business-mba-class-social-media-marketing-by-robert-kozinets
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • For a case study on how a communal interest has started and taken-off and the lessons behind it, please go to: http://k9drift.tumblr.com/post/5555167903/case-study-ghost-of-modern-warfare-2
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • For my netnography on understanding Social Media Marketing Consultants: http://www.slideshare.net/TonyYu2/social-media-analytics-marketing-strategies-and-tactics
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Netnography - Theory & How-To's

  1. 1. http://k9drift.tumblr.com/ Netnography - An Overview of online ethnographic research Tony Dong Yung Yu
  2. 2. Netnography <ul><li>“ A type of online or internet, ethnography; Netnography provides guidelines for the adaptation of participant-observation procedures to the contingencies of online community and culture that manifest through computer-mediated communications. “ - (Kozinets, 2010) </li></ul>Quantitative Metrics Qualitative Research <ul><li>Anthropologists </li></ul><ul><li>Netnography </li></ul><ul><li>CPM </li></ul><ul><li>Reach </li></ul>
  3. 3. When to use which?
  4. 4. Blended <ul><li>Have both online and in-person interaction and data collection  Blended Ethnography/Netnography </li></ul>Pure Ethnography Pure Netnography (Kozinets, 2010)
  5. 5. Netnographic Research (Kozinets, 2010)
  6. 6. Planning (Kozinets, 2010)
  7. 7. Planning <ul><li>Define Research Topics & Questions </li></ul><ul><li>Select appropriate research sites </li></ul><ul><li>Preparation for Entry (ask “how”): </li></ul><ul><ul><li>Ethics </li></ul></ul><ul><ul><li>Data collection/recording </li></ul></ul><ul><ul><li>Familiarization </li></ul></ul><ul><ul><li>Observation (guidelines) </li></ul></ul><ul><ul><li>For more: http://k9drift.tumblr.com/ </li></ul></ul>To experience online social interaction in the same way as the participants (Kozinets, 2010)
  8. 8. Ethical Netnography <ul><li>Identify and Explain yourself </li></ul><ul><li>Ask for permission </li></ul><ul><li>Consult with experts </li></ul><ul><li>Informed Consent </li></ul><ul><li>Citation, cloaking, crediting </li></ul>(Kozinets, 2010)
  9. 9. Entrée (Kozinets, 2010)
  10. 10. Entrée <ul><li>Act like a new MEMBER </li></ul><ul><ul><li>(not a researcher) </li></ul></ul><ul><li>Start contributing </li></ul><ul><li>Be creative and interesting </li></ul>(Kozinets, 2010)
  11. 11. My Entrée – Online motorcycle community <ul><li>Identify self and purpose </li></ul><ul><li>Giving before Taking </li></ul><ul><li>Contributing to community </li></ul>
  12. 12. Data Collection (Kozinets, 2010)
  13. 13. Data Collection <ul><li>3 types of data to collect </li></ul><ul><ul><li>Archive </li></ul></ul><ul><ul><ul><li>data without researchers involvement </li></ul></ul></ul><ul><ul><li>Elicited </li></ul></ul><ul><ul><ul><li>co-created by researchers & members </li></ul></ul></ul><ul><ul><li>Fieldnotes </li></ul></ul><ul><ul><ul><li>observational and reflective notes </li></ul></ul></ul><ul><li>Computer Assisted Qualitative Data Analysis Software </li></ul><ul><ul><li>Amount of data </li></ul></ul><ul><ul><li>Project organization </li></ul></ul><ul><ul><li>Sample list of vendors: http://k9drift.tumblr.com/ </li></ul></ul>(Kozinets, 2010) be organized!
  14. 14. Example- Elicitation
  15. 15. Data Analysis (Kozinets, 2010)
  16. 16. Data Analysis <ul><li>Analytical Coding </li></ul>Explanation of consistency in data (Kozinets, 2010)
  17. 17. Data Analysis <ul><li>Hermeneutic Analysis – </li></ul><ul><ul><ul><li>uses Analytical Coding as starting point </li></ul></ul></ul>develops helps to understand Constant Refinement - Rich global insight of community/culture (Kozinets, 2010) Global meaning Individual elements
  18. 18. Example – Archived Data
  19. 19. Evaluation (Kozinets, 2010)
  20. 20. Representation & Evaluation <ul><li>Netnography Criteria </li></ul>Coherence Rigour Literacy Groundedness Innovation Resonance Verisimilitude Reflexibility Praxis Intermix (Kozinets, 2010) http://k9drift.tumblr.com/
  21. 21. Thank you <ul><li>Robert V. Kozinets, Netnography – Doing Ethnographic Research Online, [London: Sage, 2010] </li></ul><ul><li>Blog: http://k9drift.tumblr.com/ </li></ul><ul><li>Practice, Practice and Practice </li></ul>
  22. 22. Questions <ul><li>Ethical concerns? </li></ul><ul><li>False Identity concerns? </li></ul><ul><li>My netnography experiment? </li></ul>

×