The relevance of researching online social networks and interactions cannot be questioned in the technologically advanced and highly digitized world we live in today (Belk, Price, & Peñaloza, 2013). Hence, Netnography as a methodology, which has been around for almost two decades, has more relevance today than ever. Kozinets’s Netnography: Redefined supplements the previous version of the book Netnography: Doing Ethnographic Research Online by adding an epistemological background explaining why and how it is not just a methodology for online ethnographic enquiry.