Click to Connect: Netnography and Tribal Advertising

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.

Click to Connect: Netnography and Tribal Advertising

Robert V. KozinetsYork University

In Kover's (1995, p. 602) fascinating look into the process of advertising copywriting, he finds that copywriter's construct an internalized representation...