Robert Kozinets

Robert Kozinets is a marketing researcher known for developing ways to study how consumers engage with brands and communities online. He introduced the concept of "netnography," a method that involves observing and analyzing social interactions and cultures on the internet to understand consumer behavior more authentically. Kozinets's work helps businesses and researchers grasp how people connect, share, and shape brand perceptions in digital spaces, providing valuable insights for branding, marketing, and customer experience strategies.