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Article
Publication date: 11 February 2021

Rachel Ashman, Anthony Patterson and Robert V. Kozinets

This paper aims to strengthen the process of design thinking by aligning it with netnography, specifically auto-netnography, which this paper asserts is particularly…

1327

Abstract

Purpose

This paper aims to strengthen the process of design thinking by aligning it with netnography, specifically auto-netnography, which this paper asserts is particularly suited to the task of studying and enriching the actions of “designerly types” who seek to fashion monetisable businesses.

Design/methodology/approach

This paper conducts an auto-netnography with a structure divined from established design thinking theory – that of empathising, defining, ideating, prototyping and testing – to afford an understanding of how a popular health food influencer designs a successful vegan restaurant.

Findings

This paper illustrates the empathetic relationship between a long-term audience member and an entrepreneur/designer/marketer. The intimate cultural analysis reveals the nature of their symbiotic entwinement. In a way that few other methods could, the method shows how this sense of reciprocity, deepens over time.

Research limitations/implications

Conducting an auto-netnography is a prolonged and difficult task. Nonetheless, by revealing the rituals, expectations, roles and routines of content creators, designers and followers, this paper illustrates exciting possibilities for the enactment and development of design thinking in the marketing field.

Practical implications

Designerly types such as marketers and content creators should closely study, listen to and interact with consumers by using a similarly staged process that draws equally from design thinking and auto-netnography.

Originality/value

Prior to this study, existing research has not previously linked design thinking with either netnographic or auto-netnographic research.

Details

European Journal of Marketing, vol. 55 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 28 March 2022

Robert V. Kozinets

As immersive technologies gain wider adoption, contemporary service researchers are tasked with studying their service experiences in ways that preserve and attend to…

1496

Abstract

Purpose

As immersive technologies gain wider adoption, contemporary service researchers are tasked with studying their service experiences in ways that preserve and attend to their holistic and human characteristics. The purpose of this paper is to provide service researchers with a new qualitative approach to studying immersive technologies.

Design/methodology/approach

Using logic and following established methodological rules, this article develops the scope, definition and set of procedures for a novel form of netnography specifically adapted for the study of immersive technologies: immersive netnography. The research question is “How might netnography be adapted to research service experiences in virtual and augmented environments, which include and overlap with the notion of a Metaverse?”

Findings

Immersive netnography should be at the vanguard of phenomenological service experience studies of augmented reality, virtual reality and the Metaverse. A set of data collection, analysis, ethical and representational research practices, immersive netnography is adapted to digital media phenomena (customer and employee) that include immersive technology experiences. Developed through logical argumentation after analyzing key differences between social media and immersive technology, immersive netnography is procedurally customized for experience research in immersive technology environments.

Research limitations/implications

Three of the most significant practical limitations to producing high-quality netnography are rapidly changing contexts, scarce time resources and narrow researcher skillsets.

Practical implications

Industries and organizations may benefit from a new, holistically focused, ethically robust and culturally attuned market research method for understanding service experience in immersive technology contexts.

Originality/value

There have been no prior studies that develop netnography for the service research opportunities presented by immersive technologies. By applying the rigorous methodological guidance provided in this paper, future service researchers may find value in using specifically adapted qualitative research methods to study immersive technology experiences.

Details

Journal of Service Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 25 November 2021

Robert V. Kozinets

Contemporary branding transpires in a complex technological and media environment whose key contextual characteristics remain largely unexplained. The article provides a…

Abstract

Purpose

Contemporary branding transpires in a complex technological and media environment whose key contextual characteristics remain largely unexplained. The article provides a conceptual understanding of the elements of contemporary branding as they take place using networked platforms and explains them as an increasingly important practice that affects customer and manager experience.

Design/methodology/approach

This article draws on a variety of recent sources to synthesize a model that offers a more contextualized, comprehensive and up-to-date understanding of how branding has become and is being altered because of the use of branded service platforms and algorithms.

Findings

Core terminology about technoculture, technocultural fields, platform assemblages, affordances, algorithms and networks of desire set the foundation for a deeper conceptual understanding of the novel elements of algorithmic branding. Algorithmic branding transcended the mere attachment of specific “mythic” qualities to a product or experience and has morphed into the multidimensional process of using media to manage communication. The goal of marketers is now to use engagement practices as well as algorithmic activation, amplification, customization and connectivity to drive consumers deeper into the brand spiral, entangling them in networks of brand-related desire.

Practical implications

The model has a range of important managerial implications for brand management and managerial relations. It promotes a understanding of platform brands as service brands. It underscores and models the interconnected role that consumers, devices and algorithms, as well as technology companies and their own service brands play in corporate branding efforts. It suggests that consumers might unduly trust these service platforms. It points to the growing importance of platforms' service brands and the consequent surrender of branding power to technology companies. And it also provides a range of important ethical and pragmatic questions that curious marketers, researchers and policy-makers may examine.

Originality/value

This model provides a fresh look at the important topic of branding today, updating prior conceptions with a comprehensive and contextually grounded model of service platforms and algorithmic branding.

Book part
Publication date: 1 February 2007

Russell W. Belk

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

Content available
Article
Publication date: 29 July 2021

Robert V. Kozinets

169

Abstract

Details

Journal of Organizational Ethnography, vol. 10 no. 3
Type: Research Article
ISSN: 2046-6749

Article
Publication date: 1 June 2005

Russell W. Belk and Robert V. Kozinets

Marketing and consumer researchers have only recently been able to put videographic methods into their data collection and research representation toolkits. This paper…

9602

Abstract

Purpose

Marketing and consumer researchers have only recently been able to put videographic methods into their data collection and research representation toolkits. This paper provides an overview of these methods and offers some guidelines for their use.

Design/methodology/approach

We offer an overview of videographic methods that illustrates the considerable choice and diversity offered to budding videographers. With examples from different kinds of marketing and consumer research, from academia as well as marketing research practice, we survey, critique, and make recommendations about some of the best ways to use this method. We also promote current and existing venues for distributing videographic work.

Findings

We find videographic methods full of promise and in the early introduction growth stage in marketing and consumer research. Combined with decreases in the cost and availability of digital recording media, videography is ready for prime time.

Originality/value

Much observational data have been to a large extent “left on the table” because there have been no convenient, reliable, and cost‐effective ways to capture and analyze them and build them into our research theories and representations. In this paper, we present an overview and a set of detailed examples that help to develop, systematize, and begin institutionalizing videographic methods in consumer and marketing research. The result is consumer and marketing research more attuned to the lived realities of everyday consumption, and a broadened research toolkit to capture and expressively present these realities.

Details

Qualitative Market Research: An International Journal, vol. 8 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Book part
Publication date: 7 June 2007

John F. Sherry and Robert V. Kozinets

In this account of our long-term ethnographic investigation of the Burning Man Project, we examine the emergence of nomadic spirituality among the citizens of Black Rock…

Abstract

In this account of our long-term ethnographic investigation of the Burning Man Project, we examine the emergence of nomadic spirituality among the citizens of Black Rock City, Nevada. We describe this emergence as a reaction to consumers’ increasing dissatisfaction both with conventional religious denominations and with consumption as an existential ground of meaning. We provide an emic view of the pilgrimage experience at Black Rock City, from the perspective of participants in and organizers of the event. We propose a theory of the comedy of the commons to interpret the surface structure of the moment, and embed our deep structural interpretation of the nomadic spirituality of the phenomenon within the context of new religious movements (NRMs). In so doing, we shed new light on the topic of the sacred and profane in consumer experience.

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-84855-984-4

Content available
Article
Publication date: 16 November 2012

Thomas Cuckston

61

Abstract

Details

Qualitative Research in Organizations and Management: An International Journal, vol. 7 no. 3
Type: Research Article
ISSN: 1746-5648

Book part
Publication date: 10 November 2010

Matthew S. OHern and Aric Rindfleisch

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

Content available
Book part
Publication date: 15 May 2018

Crystal Abidin

Abstract

Details

Internet Celebrity: Understanding Fame Online
Type: Book
ISBN: 978-1-78756-079-6

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