Chair of Strategic Public Relations at USC Annenberg
Robert V. 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. Previously, he has been a marketing professor 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. He has been widely recognized as an educator, winning the coveted Sidney Levy Teaching Award at the Kellogg School and the Seymour Schulich Teaching Award in Canada. He has also taught courses and classes in Sydney, Istanbul, Rio de Janeiro, Dublin, Bergen (Norway), Glasgow, Paris, Geneva, Auckland, and Tokyo.
Rob is a globally recognized expert on social media, marketing, branding and innovation. In 1995, during his dissertation work on media fan communities, he invented the method of netnography, which adapts the anthropological approach of ethnography to work with the many types of social experience and interaction that emerge through networked digital communications. In the two decades since he first created and shared this new method, netnography has been adopted by academic researchers working in computer science, sociology, geography, library sciences, nursing, health sciences, psychology, addiction research, anthropology, marketing and consumer research. In addition, Rob has worked with companies and organizations around the world to help establish netnography as an important research technique in the toolkit of forward-thinking marketing and advertising agencies as well as the internal consumer insight departments of leading-edge corporations.