Please find below the latest version of the main conference programme as of 28th of May 2025:
Please see the downloadable programme version: Netnocon 25 full program – mobile version
DAY 0 – MAY 27
Optional program – please note the guided tours are only accessible to those who booked – see your email invitation for details.
3:00 – 5:00 Guided tour in Marseille
- A historic tour of the Vieux Port neighbourhood
Meeting point: in front of the Town Hall (Quai du Port, 13002 Marseille)
- A street-art tour of the lively Cours Julien and La Plaine areas
Meeting point: outside the exit of Notre-Dame-du-Mont subway station (Rue 3 Frères
Barthélemy, 13006 Marseille)
- An architectural visit to the famous Le Corbusier building, La Cité Radieuse
Meeting point : in front of the totem on La Cité Radieuse’s esplanade (280 Boulevard
Michelet, 13008 Marseille)
2:45 – 6:15 Visit of If Castle
A dive into Alexandre Dumas’s legendary Comte de Monte Cristo adventure with a special visit of the If Castle (including a boat transfer)
Meeting point: in front of the RTM ticket office in the Vieux Port (1 Quai de la Fraternité, 13001 Marseille)
Please note that depending on the weather conditions, the If Castle visit may be replaced by another one.
6:00 – 8:00 Informal meet-up at the Baletti (at delegates’ own expense)
Address: 18 Quai de Rive Neuve, 13007 Marseille
DAY 1 – MAY 28
Location: KEDGE Business School Luminy campus,
Domaine de Luminy, Rue Antoine Bourdelle, 13009 Marseille
8:30 – 9:00 Registration outside – Auditorium (7.400)
9:00 – 9:30 Welcome Address and Conference Overview – Auditorium (7.400)
- Alexandre de Navailles, Chief Executive Officer of KEDGE Business School
- Prof. Katia Richomme-Huet, Associate Dean Research, KEDGE Business School
- Prof. Aleksej Heinze, member of the Marketing and New Consumption Centre of Excellence, KEDGE
- Prof. Anne Gombault, Director of KEDGE Arts School
9:30 – 10:00 Plenary Session: Keynote Prof. Robert Kozinets – Auditorium (7.400)
10:00 – 10:30 Coffee break
10:30-12:00 Parallel sessions (Session 1) – Room (7.204)
NETNOGRAPHY EXPANDED
Session Chair: Angela Beccanulli
1) Cova, B., Heinze, A., Huaman-Ramirez, R., The Netnographic Phenomenon: Analyzing Its Growth from Niche Method to Academic Brand.
2) Möller, A., Mancini, E., Fanini, L., Netnography as a support to the study of alien and invasive species’: the story of Carpobrotus.
3) Powierska, A., Bogacz-Wojtanowska, E., Loska, K., Wrona, S., Let’s Get Creative! Transformative Netnography in the Study of Tourism in Historical Cities.
4) Delli Paoli, A., D’Auria, V. — The digitalization of ethnography between possibility and threat.
10:30-12:00 Parallel sessions (Session 2) – Room (7.302)
BRANDSCAPES
Session Chair: Ross Gambetti
1) Sanyal, J., Fuschillo, G., Wanted dead or alive! Brand longevity and the kairological consumer timework.
2) Sabeur Cherif, R., Netnographic Analysis of Brand and Celebrity Implications in the Israeli-Palestinian Conflict.
3) Arshad, M., Kanwal, S., Cooray, H., Exploring the Negative Growth of an Episodic Brand through Brand Hate.
4) Arshad, M., Exploring the Contagiousness of Brand Hate on a Brand Public.
10:30-12:00 Parallel sessions (Session 3) – Room (7.304)
NETNOGRAPHIC EXPLORATIONS OF VARIEGATED INFLUENCERS
Session Chair: Maud Derbaix
1) Watson, A., Javornik, A., Molner, S., Campana, M., From Algorithms to Affluence: Finfluencers and Contemporary Wealth Narratives on Social Media.
2) Misci Kip, S., Özkan, S., Virtual Influencers in Türkiye: A Comparative Study of Meaning-Mirroring and Meaning-Shaping Interactions.
3) Ladendorf, M., Mohamed, A., Exploring #professorsontiktok: Scholars as Influencers.
4) Mohamed, A., UX Influencers: A Netnographic Qualitative Study on Human-Centered Design.
12:00-12:30 Plenary Session: Collaborative Creative Exercise – Introduction – Auditorium (7.400)
Session Chair: Ulrike Gretzel
12:30-13:00 Scholarship Recipients Introduction – Chair: Alex Fenton – Auditorium (7.400)
13:00-14:00 Provence Lunch (Terre de Mars) – AGORA
14:00 – 15:30 Parallel sessions (Session 4) – Room (7.204)
ARTSCAPES
Session Chair: Michael Mulvey
1) O’Sullivan, S., Netnographic Transmutation: Transforming Digital Data into Art.
2) Kozinets, R.V., Immersive Art and Indigenous Meanings: Combining Museum Ethnography with a Netnography of the Meow Wolf Fan Wiki.
3) Zottola, E., Gioia, P., Gioia, C., “The Creation of the World is an Ordinary Day”: Physical and Virtual Cultural Encounters through Mail Art.
4) Pera, R., Fassone, R., Synesthetic Soundscapes: How User-generated Embodied Metaphors Transform Music into Multisensory Art.
14:00 – 15:30 Parallel sessions (Session 5) – Room (7.302)
INTERSECTIONAL NETNOGRAPHY FOR EMPOWERMENT
Session Chair: Fernanda Scussel
1) Asena-Salman, B., Female body power over patriarchy: A Netnographic study on the Turkish Women’s Volleyball League players’ Instagram images.
2) Fenton, A., Hardey, M., Ahmed, W., Boardman, R., Kavanagh, E., Tackling online gender violence: an action case netnography of football clubs and their fans.
3) Fenlon, G., Entrepreneurial Social Media Identities: An Intersectional Exploration.
4) Holanda, F., Patrocinio, G.K., de Souza-Leão, A.L., Misogyny and Resistance: Digital Gender Performativity in Women’s Football at the 2024 Olympics.
14:00 – 15:30 Parallel sessions (Session 6) – Room (7.304)
NETNOGRAPHIES OF IDENTITY AND COMMUNITY
Session Chair: Vanessa Campbell
1) Lascu, D.N., From heres vs. comes heres: A netnographic analysis of identity on the Eastern shore of Virginia.
2) Campbell, J., Tweet it like you mean it: Community Notes and the Construction of Accountability of X.
3) Mattias, G., Bagna, G., Pera, R., Rediscovering Connection: Investigating Brain Synchronicity Among Consumers in Artistic Performances.
15:30 – 16:00 Coffee break
16:00 – 17:30 Parallel sessions (Session 7) – Room (7.204)
EXPANDING THE NETNOGRAPHIC REPERTOIRE: TOOLS AND PRACTICES
Session Chair: Aleksandra Powierska
1) Mulvey, M., Drawing Insights: da Vinci-Inspired Visual Methods for Netnographers.
2) Cavusoglu, L., Gretzel, U., Kozinets, R.V., Incorporating Mobile Ethnography into Netnography: Experiences and Reflections from Research on Online Reviews.
3) Odoi, L., The Guided Immersion: Building Netnographic Skills to Generate Deep Data.
4) Borpujari, P., A Three-Mirrored Process: Immersion Journal, Social Media Traces, Scroll-Back Method.
16:00 – 17:30 Parallel sessions (Session 8) – Room (7.302)
IDENTITY AND VISIBILITY
Session Chair: Jag Sanyal
1) Derbaix, M., Gombault, A., Visual self-presentation on dating websites: Highlighting personal branding strategies through a netnographic approach.
2) Medici, B., Gambetti, R.C., Borghini, S., Navigating the “invisibility game”: Crafting self-care legitimacy on digital platforms.
3) Duan, X., Wu, Q., How Nobody Finds Road to Someone: A Goffman Perspective.
4) Wang, X., ‘My AI has a soul’: A netnography of AI romantic bloggers on the social media platform Xiaohongshu.
16:00 – 17:30 Parallel sessions (Session 9) – Room (7.304)
CODED CULTURE: AI AND HUMAN CREATIVITY
Session Chair: Aleksej Heinze
1) Bar-Gil, O., Netnography of Digital Creative Dialogues: Artist Agency and Machine Intelligence in the Era of Generative AI.
2) Audrezet, A., Vintage humans? An exploration of the rhetoric on “AI vs human” creative productions on social media.
3) Katzinski, A., Kulla, M., Coding with AI: Reenacting Programmer Perspectives on Generative AI.
4) von Richthofen, G., Köhne, S., Golf-Papez, M., Tool, Threat or Partner? Perspectives on Generative AI from Online Advertising Communities.
17:30-17:45 Short Break
17:45 – 18:00 Plenary session: Collaborative Creative Exercise – Mindmapping
Auditorium (7.400)
Session Chair: Ulrike Gretzel
18:00 – 19:00 Plenary session: Theory and Netnography Panel Auditorium (7.400)
Session Chair: Robert Kozinets
Panel Members: Russell Belk, Bernard Cova, Lisa Peñaloza
DAY 2 – MAY 29
Location: KEDGE Business School Luminy campus,
Domaine de Luminy, Rue Antoine Bourdelle, 13009 Marseille
8:30 – 9:00 Registration – Auditorium (7.400)
9:00 – 10:30 Parallel sessions (Session 10) – Room (7.204)
FEAR OF CONSUMPTION / CONSUMPTION OF FEAR
Session Chair: Diego Rinallo
1) Scussel, F., Priori, E., Nascimento, T., The Vulnerability Incubator: Exploring the Cycle of Fear Appeal on Social Media.
2) Biraghi, S., Beccanulli, A.A., Fear and Consumption: Recovering or Relapsing? Investigating #Fearfood Challenge in Social Media Dynamics.
3) Gretzel, U., Scott, R., Fear, creativity and consumption: A netnographic exploration of ameliorative consumption behaviors.
4) Mattias, G., Bagna, G., Pera, R., Bread or Dread? Trust and Fear Among Coeliac Consumers.
5) De Simone, L., Campos de Oliveira e Moura, P., “AI’ Not organic”: How Fear and Deception Are Shaping Ethical Consumer Perspectives in the Age of Artificial Intelligence.
9:00 – 10:30 Parallel sessions (Session 11) – Room (7.302)
DISCOURSES OF VALUES, MEANING AND IDENTITY
Session Chair: Nicole Bridges
1) Mishra, T., Salunke, P., Cavusoglu, L., Unravelling Cringe Culture: Understanding the awkward allure of cringe through identity signalling.
2) Glaser, A., Gruen, A., Amadou, L., Life crafting in part-time agricultural work.
3) Esposito, V., Addeo, F., Lenzi, F.R., “Exploring the Hikikomori Phenomenon: A Netnographic Study of Withdrawal and Identity in Contemporary Youth”.
4) Addeo, F., D’auria V., Esposito, V., Notari, F., A Netnographic Study about the Incel phenomenon in Italy.
9:00 – 10:30 Parallel sessions (Session 12) – Room (7.304)
GREENING THE FEED: SUSTAINABILITY COMMUNICATION
Session Chair: Lucina Odoi
1) de Souza-Leão, A.L., Sampaio, A.C., Patrocinio, G.K., Tweeting Greenfluencing: Greta Thunberg’s Digital Activism and Ethics of Shared Responsibility.
2) Wong, C., Investigating how social media can be used as a tool of influence that impacts consumer behaviour in adopting more sustainable fashion consumption choices.
3) Anderson, M., Creating a Plastic Revolution: A netnographic study of the global plastics treaty.
4) Kerekes, M., Douissa, S.B., Eco-friendly weddings: Practices, aesthetics, and values.
10:30 – 11:00 Coffee break
11:00 – 12:00 Parallel sessions (Session 13) – Room (7.204)
SOCIAL MEDIA SUBCULTURES
Session Chair: Rachel Ashman
1) Bellafonte, S., TikTok and the Platformization of Commerce from below: Dynamics of Economic Sustainability Among “Popular” Families in Southern Italy.
2) Lichota, J., Wijnhoven, F., Creating the vibe around beer on social media – the case of Beergeeks group in the Netherlands (and beyond)
3) Fenton, A., Dangerfield, A., Mistri, V., Omoroyi, T., Purnam to Personas: A Netnographic Approach to Enhancing Equitable Education for International Postgraduate Students from the Global South.
11:00 – 12:00 Parallel sessions (Session 14) – Room (7.304)
INCLUSION IN MOTION
Session Chair: Lena Cavusoglu
1) Aduhene, E., Flying with wheels: A longitudinal netnographic study of creative solutions for accessible air travel.
2) Bagna, G., Mattias, G., Avallone, F., Satta, A., Calm Amidst Chaos: Navigating Air Travel for Individuals on the Autism Spectrum.
3) Copland, S., Mulvey, M., Marnfeldt, K., Primossi, V., Mapping the Terra Incognita: Archetypes and Intertextuality in Ageing Narratives.
11:00 – 12:00 Parallel sessions (Session 15) – Room (7.302)
POPULARIZING, IDEALIZING AND COMPARTMENTALIZING
Session Chair: Ulrike Gretzel
1) Marchowska-Raza, M., Almaghrabi, T., Compartmentalising Identity: A qualitative multiplatform study into how social media affordances shape consumers’ perceptions of privacy on social media.
2) Ravveduto, M., Notari, F., The Mafiosphere: An Empirical Netnographic Investigation of Criminal Narratives Through TikTok.
3) Humayun, M., Virtual Republics: Charting the Ideologies of Network States.
12:00 – 13:30 Greek Lunch (Mama Rada) and Group Photo – AGORA
Special issue announcement – Gregorio Fuschillo
13:30 – 15:00 Parallel sessions (Session 16) – Room (7.204)
INFLUENCER CULTURE AND FASHION
Session Chair: Marie Kerekes
1) Ashman, R., Thompson, K., Patterson, A., Imaginative Interventions: A New Materialist Perspective on the Ethics of Influencer Marketing.
2) de Souza-Leão, A.L., Patrocinio, G.K., Morais, M.J., Simplifying, Performing, and Laughing: How Digital Humor Influencers Shape Everyday Life.
3) Coskuner-Balli, G., Ertimur, B., Enrolling Creators: Platform Logics in the Digital Fashion Market.
4) Junaid, S., Creative Netnography: Exploring CRM Strategies for SMEs in Metaverse Fashion Communities.
13:30 – 15:00 Parallel sessions (Session 17) – Room (7.302)
MEMETICS AND METAVERSES
Session Chair: Mariam Humayun
1) Kozinets, R.V., Gambetti, R.C., “Surprise, Mr. Brand”: Doing Netnography of a Memetic (Counter-) Culture
2) Almaghrabi, T., Heller, M., Chelekis, J., “We can’t have anything to ourselves”: Collective Creativity and the Communal-Commercial Tension around Internet Memes within Black Twitter
3) Malekpour, M., Maurer, O., Basile, V., Baima, G., Shopping in the Metaverse: Consumer insights from Netnography.
4) Fenton, A., Lei, H., Zhang, Q., Qian, S., Lantern culture in the digital age: augmenting and reimagining festivals through virtual experience.
13:30 – 15:00 Parallel sessions (Session 18) – Room (7.304)
AUTONETNOGRAPHY, EMBODIMENT, AND IDENTITY
Session Chair: Isabella Ciampa
1) Garwood-Cross, L., Schrödinger’s Diabetes: An autonetnography of social media health information seeking between identification of health concern and diagnosis.
2) Cheah, C.W., Gao, Q.Y., Decoding Overtourism in Xi’an: A Netnographic and Interview-Based Exploration of Market Dynamics and Sustainable Strategies.
3) Remond, F., Fashion, Video Games, and the Grotesque: An Auto-Netnographic Exploration.
4) Zanette, M.C., Connective spaces for auto(n)ethnographic transformations.
15:00 – 15:30 Coffee break
15:30 – 17:00 Art & Netnography – Plenary Session and Collaborative Art Experience – Room (7.304) – break out activity to Room 7.204
Session Chair: Silvia Biraghi
Panel Members: Lena Cavusoglu, Paola Gioia, Stephen O’Sullivan
17:15 Transit to Gala Dinner venue (transport provided)
18:30 – 24:00 Gala dinner at the Rowing Club – casual chic dress code.
Transport from Gala Dinner to hotel on your own.
DAY 3 – MAY 30
Location: KEDGE Business School Luminy campus,
Domaine de Luminy, Rue Antoine Bourdelle, 13009 Marseille
9:30 – 10:30 Plenary Session – Social media and corruption and video call with Bridge GAP project team – Auditorium (7.400)
Session Chairs: Alfredo Jiménez and Aleksej Heinze
10:30 – 11:00 Coffee break
11:00 – 12:30 Parallel sessions (Session 19) – Room (7.204)
POLITICS AND IDEOLOGIES IN SOCIAL MEDIA DISCOURSE
Session Chair: Anne Gombault
1) Kindarji, V., “Like a bunch of God damn hypocrites”: The Impact of Canadian Political reddit on Second-Order Beliefs.
2) Türkel, S., Uzunoğlu, E., Akın, A., Bilbay, T., Thicker Understanding of Media: A Netnographic Study of Refugee Perceptions.
3) Galev, T., Vial, V., Jimenez, A., Marchetti, R., Stanziano, A., Heinze, A., Hanoteau, J. Framing corruption: A comparative study during national election campaigns in Bulgaria, France and Italy.
4) Serwanski, T., Heinze, A., Malevicius, R., The exoticization of Eastern Europe: a postcolonial netnographic study of Western imaginaries.
11:00 – 12:30 Parallel sessions (Session 20) – Room (7.302)
FANDOMS AND PARTICIPATORY WORLDS
Session Chair: Gregorio Fuschillo
1) Luffmann Ghezzi, A., The Role of “Lore” and “Worldbuilding”: Keeping Childish Games Attractive for Mature Online Fandoms Community.
2) Ciampa, I., Understanding Brand Storytelling Co-Creation in League of Legends.
3) De Dominicis, E., Sailing Modern Viking Fanbases Without A Compass: How we can get in touch with nordic narratives and living history communities by means of Viking routes across times and geographies.
4) Hoeger, L., Lobanova, M., Lowrey, T.M., You’re Not on Your Own, Kid: Online Communication Emboldens Offline Gift-Giving and Friendship.
11:00 – 12:30 Parallel sessions (Session 21) – Room (7.304)
FROM LOCAL DANCES TO DIGITAL INKSCAPES: MAPPING RESPONSIBILITY AND EXPERIENCE THROUGH NETNOGRAPHY
Session Chair: Robert Kozinets
1) Ruggiero, M., Toni, M., Pratesi, C.A., Mattia, G., Because there’s no “B World”: The contribution of an AI-based App to Responsible Behavior.
2) Zarrouk, I., Aguida, S., Exploring the rich depths of netnography in e-tourism research.
3) Ribeiro, M.A., Flor Ribeirinha: From folklore group to creativity, inclusion and economic impact.
4) Weber, S., Reimagining the Art of Personal Storytelling Through Interactive Multimedia Tattoos.
5) Luyen, T., Shabbir, H., Liu, H., Shukla, P., Michaelidou, N., A Theory of Goals as Practices.
12:30 – 12:45 Netnocon26 and Netnocon27 announcements Auditorium (7.400)
12:45 – 14:00 Moroccan lunch (Mama Zoubida) – AGORA
14:00 – 15:30 Parallel sessions (Session 22) – Room (7.204)
RELIGION AND SPIRITUALITY IN NETNOGRAPHIC IMAGINARIES
Session Chair: Rebecca Pera
1) Fuschillo, G., Sanyal, J., The Dude abides: Suffering, healing and… “f*ck it, Dude, let’s go bowling”.
2) Gambetti, R.C., Kozinets, R.V., Gretzel, U., Mourning, mystifying, and memorializing: the consumption of pets’ death on digital platforms.
3) Zanette, M.C., Rinallo, D., Mimoun, L., Kozinets, R.V., From secrecy to visibility: What social media affordances do to witchcraft.
4) Mattias, G., Bagna, G., Confession and Catharsis: A Study of Symbolism and Self-Exploration in Digital and Tangible Spaces.
14:00 – 15:30 Parallel sessions (Session 23) – Room (7.302)
BUILDING BETTER WORLDS
Session Chair: Magda Marchowska-Raza
1) Grellier Fouillet, C., Gombault, A., Bourgeon Renault, D., Using social media to build a lifestyle community. The case of tourism entrepreneurs
2) Nelson, E., Innovative Approaches in Educational Leadership: Using Netnography and Visual Analysis to Explore Principals’ Professional Identity in a Socially Mediated World.
3) Campbell, V., Bridges, N., Condie, J., Strategic Communication with Heart.
15:30 – 16:00 Coffee break and Collaborative Creative Exercise Voting
16:00 – 17:30 Plenary Session – Visual Arts, Images & AI – (Auditorium room 7.400)
Masterclass: Stéphan Muntaner, author of points of view
Session chair: Anne Gombault, KEDGE Arts School
17:30 – 19:00 Closing reception with Armenian aperitif / Collaborative Creative Exercise conclusion