Robert Kozinets

About

Robert Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations at USC Annenberg, a position he shares with the USC Marshall School of Business. He has previously held faculty positions at Northwestern University’s Kellogg School of Management, the University of Wisconsin-Madison’s Wisconsin School of Business, and York University’s Schulich School of Business. Kozinets is widely recognized as an educator, having received the Sidney Levy Teaching Award at Kellogg and the Seymour Schulich Teaching Award in Canada. His teaching experience extends internationally, including courses and classes in Sydney, Istanbul, Rio de Janeiro, Dublin, Bergen, Glasgow, Paris, Geneva, Auckland, and Tokyo. His research focuses on consumer behavior, marketing, and strategic public relations, with an emphasis on boundary-breaking, impactful consumer research that influences both academic disciplines and marketplace actors.

Research topics

• Sociology
• Political Science
• Computer Science
• World Wide Web
• Marketing
• Human–computer interaction
• Psychology
• Social psychology
• Law
• Cognitive psychology

Selected publications

• Immersive netnography: a novel method for service experience research in virtual reality, augmented reality and metaverse contexts

  Journal of service management · 2022 · 284 citations

  1st authorCorresponding

  Purpose As immersive technologies gain wider adoption, contemporary service researchers are tasked with studying their service experiences in ways that preserve and attend to their holistic and human characteristics. The purpose of this paper is to provide service researchers with a new qualitative approach to studying immersive technologies. Design/methodology/approach Using logic and following established methodological rules, this article develops the scope, definition and set of procedures f…

  PublisherDOI

• Netnography Today

  Routledge eBooks · 2020 · 200 citations

  1st authorCorresponding

  Netnography today is more relevant than ever. Netnography researches technocultural contexts, especially relating to social media, and these connective media have become a major part of the human experience. Netnographers seek to understand technocultures, the systems of meaning, value, and power that accompany people’s interactions with one another through technologies and with technologies themselves. Netnography includes interviews, immersion, online traces, mobile, and livestream data, and i…

  DOI

• How Do Platforms Empower Consumers? Insights from the Affordances and Constraints of Reclame Aqui

  Journal of Consumer Research · 2021 · 154 citations

  1st authorCorresponding

  Abstract Consumer feedback platforms offer consumers tools to provide feedback on their market and consumption experiences. Beyond broad prior characterizations, little is known about the specific means by which platforms affect empowerment. Elements of empowerment identified in extant studies include voice, choice, justice, inclusion, catalysis, and consciousness-raising. We research a popular Brazilian platform to learn how platforms facilitate and constrain consumer empowerment. Our approach…

  DOI

• Netnography evolved: New contexts, scope, procedures and sensibilities

  Annals of Tourism Research · 2023-12-08 · 114 citations

  article1st authorCorresponding
  PublisherDOI

• Everyday activism: an AI-assisted netnography of a digital consumer movement

  Journal of Marketing Management · 2024-01-24 · 28 citations

  article1st authorCorresponding

  Prior studies have tended to focus on the figure of consumer movements rather than the ground from which they arise. This AI-assisted netnography interprets data from the WallStreetBets (WSB) subreddit during the GameStop short squeeze and for a period of 2.5 years afterwards. Analysis reveals an intimate relationship between the subreddit and portrayals of participants' everyday lives, connecting financial strategies to jokes, memes, banter, and personal anecdotes. Collective identities are for…

  PublisherDOI

Frequent coauthors

• Deborah J. MacInnis

  41 shared

• Donna L. Hoffman

  39 shared

• John Lynch

  39 shared

• Donald R. Lehmann

  39 shared

• Simona Botti

  London Business School

  39 shared

• Vicki G. Morwitz

  Columbia University

  39 shared

• Cornelia Pechmann

  University of California, Irvine

  38 shared

• John F. Sherry

  University of Notre Dame

  20 shared

Education

• Ph.D., Marketing

  University of Southern California

• M.A., Marketing

  University of Southern California

• B.A., Marketing

  University of Southern California

• Ph.D., Marketing

  University of Alberta

• M.A., Marketing

  University of Alberta

Awards & honors

• Sidney Levy Teaching Award at Kellogg School
• Seymour Schulich Teaching Award in Canada

Similar researchers at University of Southern California

• Norbert Schwarzh-140
• Guangying Chenh-35
• Daniel Sokolh-19