deepen your

There are some insights you can only gain from books. These books are non-fiction and textbooks. I’ve tried to keep them accessible and reader-friendly. If you decide to order from
Amazon, thank you!

Netnography Unlimited (2021): Understanding Technoculture Using Qualitative Social Media Research:

Edited by Robert V Kozinets and Rosella Gambetti

Thirty-four netnographers present 19 chapters examining how they have adapted netnography and what their studies have taught us about the method, technoculture, and the changing world today.

consumer psychology: a modernistic explanation (2021)

Robert V Kozinets

Ban Mittal brought us all together for this beautiful, affordable, and readable overview about all things technocultural and market related about consumption.

Netnography: The Essential Guide to Qualitative Social Media Research (2020):

Robert V Kozinets

The third and most recent of the netnography textbooks, presenting a complete, hands-on, how-to guide to conducting netnography on any platform for any topic.

Netnography: Redefined (2015)

Robert V Kozinets

The second edition of the SAGE textbook, in which netnography is upgraded, explored, and expanded.

Qualitative Consumer + Marketing Research (2013)

Russel Belk • Eileen Fischer • Robert V. Kozinets

Provides a concise and comprehensive understanding of the underlying principles of qualitative marketing research, inside industry and across academia.


Robert V Kozinets

Doing Ethnographic Research Online (2010): The one that started it all. A bit dated in terms of platforms, but still offers foundational looks at early netnography and research.

consumer tribes

Bernard Cova • Robert V Kozinets • Avi Shankar

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Netnografia (2014):

Robert V Kozinets

Netnography, the first edition, translated into Portuguese for the Brazilian market. Because Brazilians love netnography!