معرفی
Robert V. Kozinets is a Professor of Journalism at the Annenberg School for Communication and Journalism at the University of Southern California (USC). He is renowned as the founder of netnography, a qualitative research method applied to digital interaction analysis. His work bridges marketing, communication, and digital culture, emphasizing contextualized understanding of social media, influencer dynamics, and brand strategies. Kozinets has authored/co-authored eight books including Netnography: The Essential Guide to Qualitative Social Media Research (2020) and Netnography Unlimited (2021), and over 120 academic articles. He serves as an associate editor for the Journal of Marketing and Journal of Consumer Research.
His research interests span digital media ethics, technocultural capital, and the intersection of technology with consumer behavior. Notable honors include the Shelby Hunt Award (2012) and Emerald Management Reviews Citation of Excellence (2010). Kozinets collaborates with global corporations like American Express and L’Oréal, and his teaching focuses on digital research methodologies. He actively contributes to public discourse through media outlets like The Conversation and NBC News.
In addition to academic roles, he explores creative outlets such as videography, poetry, and painting, reflecting his interdisciplinary approach to understanding human-technology interactions. His recent work addresses AI’s impact on marketing, virtual influencers, and post-truth consumerism.
