The book “Dijital Kabilelerin İzinde”, written by Kaan Varnalı, aims to introduce the Netnography technique developed by Canadian marketing expert and academic Robert V. Kozinets in the late 1990s to Turkey. While ethnography, one of the qualitative research methods, expresses the study of human communities in their natural environments based on the principle of participatory observation; netnography, on the other hand, means that this review is done on social media platforms. We recommend this book on netnography to our department students.
