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Robert V Kozinets USC - Annenberg School of 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.

Robert V. Kozinets has developed social media research methods that are widely used in universities and companies around the world. In 1995, in study of activism and media fan community, he invented netnography. Since that time, he has been refining the approach and applying it to gain a deeper understanding of our current social and communication landscape. Asking questions about technology, commodification, utopia, and desire, his research pushed  disciplinary boundaries to open up a more integrative, cultural, moral, and passionate form of studying and theorizing emerging social media ecosystems. He currently holds the Jayne and Hans Hufschmid Chair of Cultural Social Media Research at the University of Southern California's Annenberg School for Communication and Journalism.