Robert V. Kozinets (BBA, MBA, Ph.D.) is a globally-recognized expert on social media, marketing research, and branding. His research also focused on innovation, consumer activism, and retailing. His opinions and work have been featured in global media from the New York Times and Newsweek to the Discovery Channel, the CBS National News, Brazil’s Bites Magazine, Canada’s National Post, and Australia’s Boss Magazine.
His research interests look at the interface of technology, brands, and consumer culture. With his market research, consulting, and education company netnografica, he works and has worked with companies including L’Oreal, Sony, Campbell Soup, TD Bank, HSBC, American Express, Nissan, eBay, NetBase, Hyve, Valio, and Merck. He partners selectively with highly skilled netnographic researchers around the world, and enjoys a special collaboration with Folks-Netnografica in Sao Paulo, Brazil.
An anthropologist by training, he is Professor of Marketing at York University’s Schulich School of Business, where he is also the Chair of the Schulich Marketing Department. In the past, he was full-time faculty at Northwestern University’s Kellogg School of Management and also at the University of Wisconsin-Madison’s Wisconsin School of Business.
The creator of the research method of netnography in 1995, during his doctoral dissertation at Queen’s University, and a pioneering theorist who has explored social media marketing from its inception, 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, the Journal of Retailing, as well as in many other journals and in a large number of book chapters. He has written ethnographies of Star Trek and Star Wars fans, Burning Man participants, consumer activists, coffee connoisseurs, technophiles, green consumers, ESPN Zone and American Girl brand shoppers, social networking site users, bloggers and many other important consumer groups and social-cultural marketing phenomena. He currently serves as the Associate Editor of the field’s top marketing journal, the Journal of Marketing, and the Journal of Retailing, the field’s top retailing journal, is an Academic Trustee of the Marketing Science Institute, and is on the Policy Board of the top consumer research journal, the Journal of Consumer Research.
In 2007, Elsevier published his co-edited (with Bernard Cova and Avi Shankar) volume about global collective consumption patterns, Consumer Tribes. His 2010 book, Netnography: Doing Ethnographic Research Online, is a Sage Research Methods best-seller. It has been translated into a Swedish edition, and other foreign language rights are currently being negotiated. Along with Schulich colleagues Russ Belk and Eileen Fischer, he -authored Qualitative Consumer and Marketing Research Methods, which was published by Sage in 2013.
In 2007, he started the blog Brandthroposophy as an experiment in mass communicating research results and research-driven ideas with a wider global public. The blog caught on quickly. Backed by Kozinets’ Twitter account (kozinets), and LinkedIn profile, Brandthroposophy has captured a loyal global audience of professional researchers, marketers, students, and others interested in cutting edge ideas about social media, marketing, and consumer culture thought. He feels sincere gratitude for and affiliation with his worldwide audience.