Qualitative Research in Digital Environments

<p>This book offers a toolkit of methods and technologies to undertake qualitative research on digital spaces. Unlike commonly used traditional methodological strategies which are ‘retrofitted’ to digital spaces <i>Qualitative Research in Digital Environments</i> offers researchers a set of ‘digitally native’ tools that are designed for online social environments.</p><p>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.</p><p>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.</p>