Click to Connect: Netnography and Tribal Advertising
Robert V. KozinetsYork UniversityIn Kover's (1995, p. 602) fascinating look into the process of advertising copywriting, he finds that copywriter's construct an internalized representation...
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.
