Im Rahmen der Veranstaltung spricht Prof. Robert V. Kozinets über die Rolle von Ethnographie und Netnographie in einem Zeitalter in dem sich das Konsumentenverhalten stetig verändert und der Druck auf das Management steigt, auf diese Entwicklungen in den Neuen Medien und auch außerhalb zu reagieren. Dabei hinterfragt Robert V. Kozinets auch kritisch, wie Manager und Akademiker mit Kundendaten umgehen und vor allem, zu welchem Zweck.
Robert V. Kozinets ist Marketing Professor an der Schulich School of Business (York University, Canada) und Begründer der Netnographie-Methode. Er ist der Autor und Co-Autor von über 100 Forschungsbeiträgen, Associate Editor des Journal of Marketing und des Journal of Retailing; akademischer Kurator des Marketing Science Institute, und Mitglied im Policy Board des Journal of Consumer Research.
"Social Media Understanding and Small Data"
With big data analysis and marketing analysis the new popular kids on the block, who is going to speak in praise of small data? Almost before it began, netnography became irrelevant. Or did it? It all begins with an understanding of the nature of understanding. In this presentation, Robert Kozinets asks his audience to consider the nature of data, information, intelligence, and insight, and the role of understanding in all of these critical marketing pursuits. Overviewing the nature and role of both ethnography and netnography in an age of shifting consumer practices and management impressions, this presentation questions not only what managers and academics are doing with consumer data, but more importantly, why they are doing it.
About Robert V. KozinetsRob Kozinets
Robert V. Kozinets is widely recognized as the inventor of netnography, and a social media marketing and research authority. He has authored and co-authored over 100 pieces of research, usually about the intersection of technology, media, brands, and consumer collectivities, including three books—two of them Sage methods books directed at the needs of researchers. Currently, he is Associate Editor of the Journal of Marketing and the Journal of Retailing, an Academic Trustee of the Marketing Science Institute, and is on the Policy Board of the Journal of Consumer Research. He is Professor of Marketing at York University’s Schulich School of Business, where he is also Chair of the Marketing department. He is grateful to have a chance to visit with students and fellow scholars in Innsbruck.
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