NETNOCON25 – Let’s Get Creative – 28-30 May 2025
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 proposed a variety of creative approaches for both understanding and representing netnographic research.
Ten years later, netnographers from around the world met in Marseille to explore, share, and discuss the creative expressions that allowed them to blend their science with art. At this Netnocon, presenters were encouraged to study creativity and creative industries topics, analyze creatively, and imaginatively present and alternatively represent their research by combining a variety of forms and formats. These included poetry, videography, visual arts, music, storytelling, mythology, mask, plays, and countless other cultural forms.
Location and chairs
Netnocon25, the third global netnography conference, was held in Marseille, France at the KEDGE Business School Luminy campus and was chaired by Robert V. Kozinets and co-chaired by Ulrike Gretzel, Rossella Gambetti, Aleksej Heinze, Maud Derbaix, Gregorio Fuschillo, Anne Gombault, Romas Malevicius and Lena Cavusoglu.
Thank you to the creative content uploaded by our contributors
Conference presenters were required to submit, along with their abstract or paper, a visual illustration depicting some element of their research. The illustration could be hand-crafted, AI-generated, or a combination of the two – their choice. There was also an optional space to submit creative work of any kind, or to describe their intention (for example, “I plan to present a 5-minute videography along with my paper”). Participants were reassured not to worry if they thought their work wasn’t “good enough” for others to see. The goal was to experiment, stretch, have fun, share, and simply… Get Creative!
The conference itself was set up to accommodate videos, art displays, poetry readings, musical performances, and anything else participants envisioned to express their research, within the allocated presentation time, of course.
Here are some highlights from the conference
NETNOCON25 Sponsors
#Netnocon25 is proudly supported by the following partner organizations:
KEDGE Business School — https://kedge.edu
A leading French business school known for innovation, sustainability, and global impact in management education.
KEDGE Arts School — https://student.kedge.edu/kedge-arts
A creative hub within KEDGE, blending arts, culture, and management to foster artistic entrepreneurship.
Association for Netnographic Research — https://netnographicresearch.org/
A global community advancing netnographic research through collaboration, education, and scholarly exchange.
Bridge GAP Project — https://corruptiondata.eu/
A European project using big data and social media analysis to understand and combat corruption worldwide.
Pacific University Oregon — https://www.pacificu.edu
A private U.S. university renowned for interdisciplinary programs, civic engagement, and global learning.
Labcom — https://labcomucsc.com/
A research lab exploring communication, media, and digital cultures at Università Cattolica del Sacro Cuore.
King’s Business School — https://www.kcl.ac.uk/business
At KBS we equip the leaders of today and tomorrow to shape a more resilient and equitable business
world for society.
Ville de Marseille — https://marseille.fr
The vibrant city of Marseille, supporting culture, creativity, and international collaboration at the Mediterranean crossroads.
Netnografica — netnografica
A specialist platform dedicated to advancing netnographic methods, insights, and creative research practices.