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Author spotlight: Robert V Kozinets

Robert V Kozinets

“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.


60 seconds with Robert V Kozinets

Free sample chapter

Free chapters from Robert V Kozinets:

Introduction to Netnography

“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”

Networked Sociality

“Our discursive dive into extant theory on online sociality has taken us from cultural conceptions to archetypes of network structure”

Introduction to Qualitative Consumer & Marketing Research

“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)”


Online links

Robert V Kozinets Online:

Take a look at Robert’s blog Marketing Communication Anthropology