Netnography: Rob Kozinets interview

Robert V. Kozinets is Associate Professor of Marketing at York University's Schulich School of Business in Toronto, Canada. In the past, he was faculty at Northwestern University's Kellogg School of Management and the University of Wisconsin-Madison's School of Business. An anthropologist by training, he also has extensive consulting experience. His interests include online community, consumer tribes, activism and social movements, technology, entertainment, branding, and retail.A pioneer of the methods of netnography and consumer videography, his articles have been published in journals such as the Journal of Marketing, the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Contemporary Ethnography and the Journal of Retailing. He has conducted participant-observational research and written ethnographies of Trekkers, Burners, coffee connoisseurs, modern primitives, Star Woids, X-Philes, greens, gamers, activists, technophiles, videophiles, technopagans, netnographers, and bloggers. That research has been published in journals such as the Journal of Marketing, the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Retailing.