Influencers and content creators have profoundly impacted business and culture. This textbook com...

How is qualitative marketing and consumer research conducted today?- What is rigorous research in...

Marketing and consumer research has traditionally conceptualized consumers as individuals- who ex...

Netnography is an adaptation of ethnography for the online world, pioneered by Robert Kozinets, a...

Netnography has become an essential tool for qualitative research in the dynamic, complex, and co...

In this landmark third edition, Netnography: The Essential Guide provides the theoretical and met...

Netnography has become an essential tool for qualitative research in the dynamic, complex, and co...

Influencers and content creators have profoundly impacted business and culture. This textbook com...

How is qualitative marketing and consumer research conducted today?- What is rigorous research in...