This book offers a toolkit of methods and technologies to undertake qualitative research on digital spaces‎.‎ This ‎"‎Digital Ethnography‎"‎ is unlike commonly used traditional methodological strategies‎,‎ which are ‎"‎retrofitted‎"‎ to digital spaces‎.‎ Instead‎,‎ this book offers researchers a set of ‎"‎digitally native‎"‎ tools that are designed for virtual communities‎.‎ Thanks to a broad range of cases including Louis Vuitton‎,‎ YouTube and the concept of hipsterism‎,‎ this text illustrates the practical applications of techniques and tools over the most popular social media environments‎.‎ This book will be a valuable guide to qualitative research for marketing students‎,‎ researchers and practitioners‎,‎ as well as a central reference point for tutors in the growing field of Digital Sociology‎.‎

• Author‎:‎ Alessandro Caliandro‎,‎ Alessandro Gandini
• Publisher‎:‎ Routledge
• ISBN‎:‎ 9781138188693