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