Robert Kozinets, USC Annenberg
This presentation provides an overview of the impacts of the current technological epoch on consumer collectives. It offers an understanding of some of the theoretical underpinnings, as well as historical and sociocultural causes of our current age. Then, it provides conceptual organization and classification of the variety of the technologically-mediated social experiences. Finally, it unpacks the implications of our theorizing for our current understanding of consumers and consumption—and for possible future research programs and projects.
Please contact faculty administration should you wish to attend.
Cass Business School, 106 Bunhill Row
106 Bunhill Row, London EC1Y 8TZ, UK
Robert V. Kozinets is an academic innovator who has developed important methods and theories that are widely used around the world. In 1995, he invented netnography, an application of cultural anthropology to digital networks. Since that time, he has researched qualitative social media research methods, marketing, cultural, and branding theories to academics and consulted to companies such AMEX, Nissan, TD Bank, Campbell Soup, L’Oréal, Sony, Merck, Zurich Insurance, and many others. Asking questions about technology, media, ideology, and desire, his research pushed the boundaries open on a more cultural and passionate form of studying and theorizing consumer culture. He is 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.