Kozinets

Kozinets is a surname. Robert Kozinets, a sociologist and professor, is best known for developing netnography, a qualitative research method designed to study online communities and consumer cultures by analyzing online interactions and content. Netnography adapts traditional ethnography for digital environments, combining observation, interviews, and textual analysis to understand how people engage with brands, communities, and online cultures. The methodology is widely used in marketing, media studies, and anthropology to investigate online communities, social media dynamics, and consumer behavior. The surname is primarily recognized in academic contexts due to Kozinets' contributions, though it may appear in other contexts as well.