Social Media Research Methods
(First Edition)
©2025, 248 pages
Paperback list price: $62.95
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By integrating applied concepts, theories, and practical advice for working with and presenting social media data, the textbook arms students with the latest research and social media tools. It begins by introducing students to scholarly and industry applications of social media research methods before outlining the complete process of developing social media research questions and data collection procedures. The book then transitions to devoting individual chapters to a social media analysis tool. The final chapter outlines the process of writing and presenting social media research for scholarly and industry audiences. Each chapter features interactive, applied examples and exercises, as well as review questions, to bring the material to life and reinforce key learnings.
A comprehensive resource designed to help students use cutting-edge, timely research methods within the discipline, Social Media Research Methods is an exemplary textbook for courses in communication research methods.
Joseph P. Mazer (Ph.D., Ohio University) is a professor and dean of the College of Communication and Information at the University of Tennessee, Knoxville. He is a nationally recognized communication scholar with research interests in communication in teaching and learning, social media and new technologies, and communication in interpersonal relationships. He is the editor of Communication Education, the discipline’s premier education-focused academic journal.
Nathan J. Carpenter (Ph.D., Michigan Technological University) is the director of the Atlas Lab within the College of Journalism and Communications at the University of Florida.
Brandon C. Boatwright (Ph.D., University of Tennessee) is an assistant professor and the director of the Social Media Listening Center at Clemson University.
Other Cognella titles by Joseph P Mazer:Other Cognella titles by Brandon C. Boatwright:
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Adopting instructors will receive PowerPoints, test banks and an instructor's manual.
"Love [the idea behind the book]! Students are desperate for the experience of how to use new media in research. Our graduate students, in particular, master’s students, will work in new media industries. For them to understand the research goals in their new jobs is going to be crucial. Not enough books cover this topic in detail. […] I think the coverage here is FANTASTIC!
Each chapter has a clear focus. I love the pedagogical features embedded in the chapters. The fact that each chapter contains real data that students can play with is wonderful. […] I find the writing style to be engrossing. Throughout the chapters I read, I wanted to keep reading. I also thought while I was reading, the bolded terms allowed me to make sense of where I am at in the chapter, and the terms match the glossary, too. That is helpful!
The methods covered [in this book] are not covered at all in most textbooks. And what is even better is that these methods are explained with SO MUCH CLARITY. Some of these methods are so complex, and these authors brought them back down to earth.
Departments that are cutting-edge will want to use this book—if they properly want to prepare students for the workforce. I would also like to use this at the master’s level. […] I can’t wait for this book!"
Brett Robertson, University of South Carolina
"The project covers a lot of material that is largely missing from traditional communication research methods books. […] [The book] does fill a need in communication/social media research for a textbook designed for undergraduate students. […] Kudos to the authors for taking on this project and filling a need for social media research methods in the communication discipline."
Brandi Watkins, Virginia Tech
"The content provides a strong overview of the core concepts of research in the context of social media, supplemented by lectures this will provide a great resource for any research course, and should be a text in any social media course as well. […] The concise and applicable approach to research methods was well done, and the text was engaging.
The authors did a fantastic job of distilling down complex aspects of research, a subject that is commonly seen as dry and 'boring' into concise lessons that regularly have interesting examples that tie together the work nicely. Overall, the examples of research and its applications are the greatest strength of the book for an undergraduate audience."
Alexander E. Carter, Butler University
"Social Media Research Methods provides a clear and comprehensive overview of different approaches to collecting and analyzing social media data. This text would help students come to class with a framework of what is possible and how they might begin to accomplish the work of their projects."
Bree McEwan, University of Toronto – Mississauga
"This book is critically needed!! [...] These authors are experienced researchers and demonstrate the depth of their knowledge. Overall, I enjoyed the content itself, the connection to real situations, and the organization of the content."
Kelli S. Burns, University of South Florida
"Really like [the idea behind this book] and the book is needed for sure! More programs are offering social media as minors and majors, and that includes research methods! I think the authors have a solid foundation here."
Karen Freberg, University of Louisville
"The authors clearly know their stuff, and they cover key information that one would expect in a social media research class. This would be helpful to me because, for many of my lectures, I used a range of sources to develop the content. This means that I have to provide many different readings to get students to learn what I want them to learn. [...] With a book like this, much of the info is all in one place and efficiently communicated. [...] Well done to the authors on this! Bravo on this work!"
Matthew J. Kushin, Shepherd University
Each chapter has a clear focus. I love the pedagogical features embedded in the chapters. The fact that each chapter contains real data that students can play with is wonderful. […] I find the writing style to be engrossing. Throughout the chapters I read, I wanted to keep reading. I also thought while I was reading, the bolded terms allowed me to make sense of where I am at in the chapter, and the terms match the glossary, too. That is helpful!
The methods covered [in this book] are not covered at all in most textbooks. And what is even better is that these methods are explained with SO MUCH CLARITY. Some of these methods are so complex, and these authors brought them back down to earth.
Departments that are cutting-edge will want to use this book—if they properly want to prepare students for the workforce. I would also like to use this at the master’s level. […] I can’t wait for this book!"
Brett Robertson, University of South Carolina
"The project covers a lot of material that is largely missing from traditional communication research methods books. […] [The book] does fill a need in communication/social media research for a textbook designed for undergraduate students. […] Kudos to the authors for taking on this project and filling a need for social media research methods in the communication discipline."
Brandi Watkins, Virginia Tech
"The content provides a strong overview of the core concepts of research in the context of social media, supplemented by lectures this will provide a great resource for any research course, and should be a text in any social media course as well. […] The concise and applicable approach to research methods was well done, and the text was engaging.
The authors did a fantastic job of distilling down complex aspects of research, a subject that is commonly seen as dry and 'boring' into concise lessons that regularly have interesting examples that tie together the work nicely. Overall, the examples of research and its applications are the greatest strength of the book for an undergraduate audience."
Alexander E. Carter, Butler University
"Social Media Research Methods provides a clear and comprehensive overview of different approaches to collecting and analyzing social media data. This text would help students come to class with a framework of what is possible and how they might begin to accomplish the work of their projects."
Bree McEwan, University of Toronto – Mississauga
"This book is critically needed!! [...] These authors are experienced researchers and demonstrate the depth of their knowledge. Overall, I enjoyed the content itself, the connection to real situations, and the organization of the content."
Kelli S. Burns, University of South Florida
"Really like [the idea behind this book] and the book is needed for sure! More programs are offering social media as minors and majors, and that includes research methods! I think the authors have a solid foundation here."
Karen Freberg, University of Louisville
"The authors clearly know their stuff, and they cover key information that one would expect in a social media research class. This would be helpful to me because, for many of my lectures, I used a range of sources to develop the content. This means that I have to provide many different readings to get students to learn what I want them to learn. [...] With a book like this, much of the info is all in one place and efficiently communicated. [...] Well done to the authors on this! Bravo on this work!"
Matthew J. Kushin, Shepherd University
