ENBIS-12 in Ljubljana

9 – 13 September 2012 Abstract submission: 15 January – 10 May 2012

Netnography in a Nutshell

10 September 2012, 09:20 – 10:20

Abstract

Submitted by
Robert Kozinets
Authors
Robert Kozinets (York University)
Abstract
Social media are here to stay, a corrosive and constructive dynamic influence that is destabilizing the worlds of business, consumption, and even nationhood. Through social media, communities transform organizations, and organizations transform them. In this wide-ranging presentation, anthropologist, marketing professor, and social media pioneer Robert Kozinets conceptualizes the new social media landscape, revealing the five major integrative trends in personal media deployment. By showing how sources of meaning making and loci of border spanning are changing, the presentation offers rich examples and many ideas about how social media and marketing are changing and will change in the next few years. The presentation illuminates paths of development for a future where media realities integrate in new and unexpected ways. In the process, Robert Kozinets also orients the audience to the netnography, a social media research method based upon the anthropological approach of ethnography.

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