Robert Kozinets (Marketing Professor)

Robert Kozinets is a marketing professor known for his work in consumer behavior, particularly in understanding how people engage with brands and communities through social media and the internet. He developed the concept of "netnography," which studies online communities by analyzing their conversations and interactions to gain insights into consumer culture. Kozinets combines qualitative research methods with digital ethnography to explore how people form connections with brands and each other in the digital age, making his contributions valuable for marketers looking to enhance customer engagement and brand loyalty.