Netnography Pioneer Robert Kozinets on Digital Consumer Activism & GameStop

In this episode, I'm with Robert Kozinets, a globally-recognized expert on social media research, digital activism, fan culture, and brand strategy in the age of platforms. He invented netnography in 1995 and has researched the intersection of media, culture, desire, and brands ever since. Robert has conducted research and consulting for major companies worldwide, including L'Oréal, Heinz, Coca-Cola, and American Express. He is an associate editor at the Journal of Marketing and the Journal of Consumer Research. Robert is also an incoming Chair of the Policy Board of the Journal of Association for Consumer Research and a professor of journalism at USC. We're here today to talk about a paper he co-wrote titled, "Everyday activism: an AI-assisted netnography of a digital consumer movement." This paper focuses on the events surrounding the Wall Street Bets Subreddit during the GameStop short squeeze in 2021. See the link below to read; Everyday activism: an AI-assisted Netnography of a Digital Consumer Movement  https://www.researchgate.net/publication/377673259_Everyday_activism_an_AI-assisted_netnography_of_a_digital_consumer_movement Robert Kozinets on X | @Kozinets The Creative Block on You Tube https://www.youtube.com/@thecreativeblockpod The Creative Block Podcast, X | @tcblockpod.eth  Instagram | @thecreativeblockpod Produced by VINPIX Studios, X | @vinpixstudios VINPIX NFT Collection on OpenSea | https://opensea.io/vinpix Apparel by VINPIX Clothing | https://vinpix.com/