Click to Connect: Netnography and Tribal Advertising

  title={Click to Connect: Netnography and Tribal Advertising},
  author={Robert V Kozinets},
  journal={Journal of Advertising Research},
  pages={279 - 288}
  • R. Kozinets
  • Published 2006
  • Sociology
  • Journal of Advertising Research
ABSTRACT Copywriters ground advertising insight in their understanding of the consumer. In contemporary consumer culture, much meaningful consumption takes places in a communal, collective, and tribal environment. Advertisers and copywriters in particular would benefit from a culturally-grounded understanding of the language, meanings, rituals, and practices of the consumer tribes with which advertising seeks to communicate. This article suggests that the rigorous application of netnography—the… Expand
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