“Robert Kozinets has long been a transformative figure in the field of consumer research and brand cultures. His netnography approach has been widely taught, and embraced by industry practitioners, as a means to gain in-depth qualitative insights into the ways people make meaning of their everyday relationships with brands” - Henry Jenkins, USC Annenberg School for Communication and Journalism
Robert V Kozinets is a globally recognized expert on social media, marketing, branding and innovation. Besides inventing netnography, he has authored and co-authored over 100 pieces of research on the intersection of technology, media, brands, and consumers.
Free chapters from Robert V Kozinets:
“Billions of individuals joined into networks partake in a complex world that not only reflects and reveals their lived experiences but is also, itself, a unique social phenomenon. Netnography can help you to understand that world. It can help you understand the various contexts that make it possible, the new social forms it advances, and the old forms it replaces”
“We want to help promote a wider understanding of the differences, as well as the commonalities, in the ways qualitative research is conducted depending on the purposes for which you are using it (such as to develop a communications strategy for a new product versus to write a journal article for publication)”
Robert V Kozinets Online:
Take a look at Robert’s blog
Kozinets.net: Marketing Communication Anthropology