May 28-30, 2025
#Netnocon25
Marseille, France

NETNOCON 2025

THE GLOBAL NETNOGRAPHY CONFERENCE
Let’s Get Creative!

In 2015, the Netnography: Redefined book merged the idea of arts-based research with qualitative data analysis and representation in netnography.

Recommending new techniques such as imagining, visual abstraction, and “artifying,” the book recommended a variety of creative techniques for both understanding and representing netnographic research.

Ten years later, netnographers from around the world will meet in Marseille to explore, share, and discuss the experimental creative expressions that allow them to blend their science with art. At this Netnocon, we encourage presenters to study creativity and creative industries topics, analyze creatively, and imaginatively present and represent their research by combining a variety of forms and formats of research. These forms include poetry, videography, visual arts, music, storytelling, mythology, mask, plays, and limitless other cultural forms.

Conference presenters will be required to submit with their abstract or paper a visual illustration that depicts some element of the research. The illustration can be hand-crafted, AI-generated, or some combination of the two—your choice. There will also be an optional place to submit creative work of any kind, or to describe your intention (for example, “I plan to present a 5-minute videography along with my paper”). Don’t worry if you think it’s not good enough for anyone else to see! The goal is to experiment, stretch, have fun, share, and just…. Get Creative! The conference itself will be set up to accommodate videos, art displays, poetry readings, musical performances, and anything else you can think of to express your research. Just make sure you comply with the allocated presentation time!

Our host city, Marseille, a cosmopolitan city, a door on the Mediterranean civilization, exudes creative energy that has been sizzling for centuries. Artistic legacy is evident in the prestigious modern art history of the Provence and French Riviera Region. Today, the city produces cultural content in various creative industries such as street and urban art, rap music, music festivals, fashion industry, movie industry, sport, and tourism.

A growing creative economy, fueled by new companies and innovation hubs in digital arts, design, and media, adds to its magnetism. The city offers major hybrid cultural thirdplaces such as La Friche de la Belle de Mai, the very first one launched in France in the 80’s. The city's designation as the 2013 European Capital of Culture reinforced its creative spirit further, attracting artists from far and wide.

Incorporating all of these elements, Netnocon’s 2025 theme will emphasize Marseille’s rich counterculture full of creative vibes, , making it an ideal location to explore themes at the intersection of arts, popular culture, creative industries, and technology.

Netnocon 2025

Organisation Committee and Chairs
Robert Kozinets
Robert Kozinets
Conference chair
Professor Robert V. Kozinets develops methods and theories that are widely used around the world. His work aims to provide a human-centered understanding of technocultures as well as the social structures and passions that surround them. Netnography, his major innovation, is transforming research practices throughout industry and across the social sciences.
Ulrike Gretzel
Ulrike Gretzel
Co-Chair
Dr. Ulrike Gretzel is a Senior Fellow at the Center for Public Relations, University of Southern California and Director of Research at Netnografica. She has over 15 years of experience conducting academic and practice-focused netnographies, with topics ranging from the experiences of black vanlifers to the collective activism among fans of a Chinese TV drama.
Rossella Gambetti
Rossella Gambetti
Co-Chair
Rossella Gambetti is professor of branding and consumer culture at Labcom, Università Cattolica del Sacro Cuore in Milan. Her research focuses on emerging technocultural phenomena shaping contemporary branding and consumer culture. Rossella is a “netno-enthusiast” who conducted several netnographic explorations in the social media worlds.
Aleksej Heinze
Aleksej Heinze
Co-Chair
Aleksej Heinze is Associate Professor of Marketing at Kedge Business School. His work spans Digital Transformation, Digital Pedagogy, including Sustainable Digital Marketing and using digital transformation to build robust institutions to combat corruption.
Maud Derbaix
Maud Derbaix
Co-Chair
Maud Derbaix is Associate Professor of Marketing at Kedge Business School, France and Head of the Expertise Centre Creative Industries and Culture. Her research focuses on consumer behavior in the context of artistic and cultural activities, in particular music, cinema, live performances and heritage.
Gregorio Fuschillo
Gregorio Fuschillo
Co-Chair
Gregorio Fuschillo is Associate Professor of Marketing at Kedge Business School. His research interests focus on consumer culture, fandom studies, morality in the marketplace, and brands. His work has been published in journals such as Marketing Theory, Journal of Business Ethics, European Journal of Marketing, Journal of Consumer Culture, and Revue Française de Gestion.
Anne Gombault
Anne Gombault
Co-Chair
Anne Gombault is Full Professor of strategic management and Director of Kedge Arts School at Kedge Business School. Her research covers organizational identity, behavior, strategy and marketing of arts, culture, and creative industries in general. Her work has been published in France and internationally in academic journals and books.
Romas Malevicius
Romas Malevicius
Co-Chair
Romas Malevicius, Assistant Professor of Marketing (Lecturer) at King’s College London, UK, is a digital artist passionate about marketing, sustainability, and education for sustainability (EfS). He is a business consultant with 10 years of experience in business and management education and community engagement.
Lena Cavusoglu
Lena Cavusoglu
Co-Chair
Lena Cavusoglu is an Assistant Professor of Marketing at Pacific University, US. Her research delves into transformative consumer research and consumer culture theory, with a particular focus on diversity, equity, and inclusion in marketing practices. She examines these issues within creative industries, including media (advertising, film, and social and digital media), entertainment, and fashion.

Get in touch

Domaine de Luminy, Rue Antoine Bourdelle, 13009 Marseille, France
info@netnocon.org