IMCA Research Seminar - Robert V. Kozinets, University of Southern California: Netnography today
Institute of Marketing and Communication Management
Date: 17.05.2023 / 12:30 - 14:00
Over its 27-year history in academia, netnography has changed radically as social media has radically transformed the world. As a research method, netnography has had to keep pace with this rapid change. The result of two decades of acaptation is that netnography is now a set of approaches for research focusing and data collection that uses established qualitative research techniques but alters them in various structured ways. The evolution of the technique has also meant the development of sub-branches such as auto-netnography, more-than-human netnography and, most recently, immersive netnography. In this presentation, the founder of netnography will explain the development of netnography and its sub-branches, provide examples of their application, and offer advice for the contemporary application of netnography in marketing and communication research.
Robert V. Kozinets is a professional researcher and educator whose work is applied around the world. He has authored, co-authored, and edited 7 books, including his most recent, Influencers and Creators: Business, Culture, and Society as well as numerous articles and chapters. His research into the many worlds of technoculture investigates the various relationships between marketing, media, and consumer passions. He has taught and conducted research at some of the world’s top universities, from Australia to Brazil, and Norway to Turkey, and for numerous organizations, including the Campaign for Tobacco-free Kids, L'Oréal, Coca Cola, Heinz, American Express, Ford, Merck, Campbell Soup, Lowe’s Hardware, ArtCosmetics, HSBC, and TD Bank. He works at the University of Southern California in Los Angeles, California where he holds the Hufschmid Chair.