Dino Villegas proposes a 6-step Journey Guide for Auto-Netnography that can be used in online communities in social media by practitioners, organisations and scholars. Big data? Think again. If big data look at the accuracy when researching social media, netnography – as proposed by professor Robert Kozinets – looks into the big picture, the complexity of connections, cultures and meanings and the real human behind the screen. One type of netnography is auto-netnography, where the

Is there a damage to the brand? Dino Villegas, Marketing Associate Professor-practice, Texas Tech University feels, it’s a brand that has been able to maintain relevance for more than 160 years. But now Levi’s is an easy target on pollution and even if this particular attack does not have an immediate effect on brand equity, other attacks in the future can be damaging. Keep reading on fashionatingworld.com 

My article on Auto-Netnography was feture in the Rawls College of Business News site: Dino Villegas, Ph.D. and associate professor of practice in the Area of Marketing and Supply Chain Management, published “From the Self to the Screen: A Journey Guide for Auto-Netnography in Online Communities,” in the Journal of Marketing Management (JMM) on March 2. JMM , the official journal of the Academy of Marketing, is a double-blind peer-reviewed