Excerpt:
The annual gathering of the global community of netnographers across any domain. LABCOM proudly hosted NETNOCON 2024 beyond supporting financially the conference since its inception. NETNOCON24 was chaired by Robert Kozinets and co-chaired by Ulrike Gretzel, Rossella Gambetti, Silvia Biraghi, Angela Beccanulli and Aleksej Heinze.

NETNOCON 2024: Celebrating the Future of Netnography

The field of netnography, which bridges digital culture and consumer research, took center stage at NETNOCON 2024, an event that showcased the power of community, innovation, and cutting-edge insights into digital ethnography. Hosted by LABCOM, a key supporter of the conference since its inception, the annual gathering brought together researchers, scholars, and practitioners from diverse disciplines to exchange ideas, collaborate, and explore the rapidly evolving digital landscape.

A Leadership-Driven Vision

NETNOCON 2024 was chaired by Robert Kozinets, the pioneering scholar who introduced netnography to the academic world, and co-chaired by a team of esteemed experts in the field: Ulrike Gretzel, Rossella Gambetti, Silvia Biraghi, Angela Beccanulli, and Aleksej Heinze. This dynamic leadership team ensured that the conference was both academically rigorous and practically impactful, reflecting the multifaceted nature of netnography as a method and a practice.

Highlights of NETNOCON 2024

1. Exploration Across Domains
   This year’s conference featured presentations and workshops across a variety of domains, including consumer behavior, digital marketing, health communication, online communities, and sustainability. Scholars demonstrated how netnography can decode the complexities of online interactions and provide actionable insights for brands, organizations, and social movements.
2. Workshops and Hands-On Learning
   The event’s practical workshops allowed attendees to sharpen their skills, whether in analyzing digital content, employing advanced software tools, or navigating ethical considerations in digital research. These sessions were particularly beneficial for early-career researchers eager to apply netnography in their projects.
3. Keynote Speeches from Industry Leaders
   Keynote sessions by prominent thought leaders and industry practitioners provided insights into how netnography is shaping industries like retail, entertainment, and healthcare. The talks emphasized the importance of cultural fluency in interpreting digital narratives and using them to foster meaningful engagement.
4. Networking and Collaboration
   NETNOCON 2024 offered ample opportunities for networking, enabling scholars to forge connections that transcend geographical boundaries. The event underscored the collaborative spirit of the netnographic community, which thrives on shared knowledge and mutual support.

LABCOM’s Enduring Commitment

As the proud host of this year’s conference, LABCOM underscored its longstanding commitment to advancing netnography. Beyond providing financial support since the conference’s inception, LABCOM played a crucial role in creating a platform where groundbreaking ideas could flourish. The organization’s leadership highlighted its mission to amplify the voices of researchers and practitioners who are shaping the future of digital ethnography.

Looking Ahead

NETNOCON 2024 served as a testament to the transformative potential of netnography in an era of digital interconnectedness. The conference not only celebrated the field’s achievements but also charted a path for its future, calling on the global community to continue innovating and collaborating.

As digital interactions increasingly define our world, the insights generated at events like NETNOCON become even more essential, equipping us to better understand the intricate tapestry of online culture. With LABCOM’s steadfast support and the leadership of visionaries like Robert Kozinets and his team, the netnographic community is poised for even greater contributions to academia, industry, and society.