Robert Kozinets QUAL4Business 2021

Robert Kozinets

University of Southern California (US)

Robert V. Kozinets is an academic who has developed widely recognized qualitative social media research methods and theories. In 1995, he developed netnography, an application of ethnographic inquiry to social media networks. He has worked around the world with academic groups, non-profit organizations, governmental agencies, and companies such as Lowe’s, AMEX, Nissan, TD Bank, Campbell Soup, L’Oréal, Sony, Merck, and many others. Asking questions about technology, entertainment, utopia, and desire, his research pushes the envelope to a help bring a more empathic, cultural, moral, and interconnected understanding of the world we share. His theories and method transformed social media inquiry, and his research –over 100 articles and chapters as well as 6 books to date–have been cited over 30,000 times according to Google Scholar. His latest book, Netnography: The Essential Guide to Qualitative Social Media Research was published in 2020 by SAGE and his upcoming co-edited volume with Ross Gambetti Netnography Unlimited: Understanding Technoculture using Qualitative Social Media Research will be published by Routledge in 2021. He holds the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern California’s Annenberg School for Communication and Journalism and Marshall School of Business.

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