Over three billion people have joined the complex world of social media. Netnography is qualitative social media research, constantly adapting to new platforms and new social interactions, and offering answers to many of the dilemmas faced by marketers seeking to understand social media itself and of the many worlds it reflects. Today, practitioners and academics are both using netnography to investigate this world, and they find themselves facing a number of complex questions.
Among those are the opportunities shaped by the overwhelming presence of big data and AI approaches, as well as their ethical challenges, especially when they are turned loose on social media data. Together with Prof. Kozinets we address these and other exciting challenges.
About the event
Both academics and industry professionals are interested in learning about how to gain a deeper understanding through social media research. Prof. Kozinets will discuss the common ground and the differences between academic and industry approaches to gaining this understanding. After discussing the most common and cutting edge approaches, such as big data and AI, he will talk about the ethics of social media research.
With new rules such as the EU’s General Data Protection Regulation in effect, the world of social media ethics has been transformed. The talk will consider not only the current effects of these sweeping changes, and the ways they reveal difficult truths about social media data, but also the trajectory of their transformations.
You should participate, if you´re
- a marketing, market research, consumer insights, product, service, innovation or digital manager
- looking for approaches, which allow you to align your innovation process along customers’ needs, wishes and motivations
- passionate about consumers insights, human-centered approaches or innovation
- curious about how to use social media for deeper consumer understanding
- making use of social media data within your company or studies
- practicing or considering Netnography as a tool to gather (customer) insights
4 p.m. Meet & Greet 4:15 – 5:00 p.m. Welcome to HYVE
Prof. Robert V. Kozinets´s Keynote & Discussion
5:00 – 5:30 p.m. Get together with Glühwein und Christmas biscuits
Prof. Robert Kozinets
Inventor of Netnography
Robert Kozinets (BBA, MBA, Ph.D.) is an academic who has developed qualitative research methods and social media theories that are currently used around the world.
In 1995, in a study of fan utopian community, he discovered netnography. Since that time, he has written six books and published over 120 pieces of research. Asking questions about technology’s effects on our desires, entertainment’s importance to our utopias, and why Millennials seem to worship Elon Musk, his research pushes scientific boundaries to accommodate a more cultural and passionate form of studying consumer culture and social media.
He currently holds the Jayne and Hans Hufschmid Chair at the University of Southern California. He has also been an independent consultant for the past 32 years, consulting with over 300 clients worldwide, including L’Oréal cosmetics, Sony Entertainment, Nissan Motors, Campbell Soup Company, and American Express.