Record University of Chester presence secured for Global Netnocon 26 Conference

The achievement highlights the impact of the University’s Global Netnography Initiative, which aims to widen access to emerging digital research methods and create fairer, more balanced international partnerships. Chester’s strong representation at Netnocon 26 reflects its growing reputation for inclusive, collaborative global research. 

Netnography is a qualitative research methodology that adapts ethnographic techniques to study online cultures, communities, and social interactions. Pioneered by Robert Kozinets, it involves immersing researchers in digital environments. 

Launched in response to evidence gathered in 2023, the initiative addressed barriers faced by researchers in countries such as India and China, including limited access to training, funding and international conferences. Rather than adopting a one-way model of collaboration, Chester developed a reciprocal approach based on shared learning and leadership. 

Working with partners including the Indian Institute of Management Kozhikode (IIMK), Sanjivani University and the Sichuan University of Science and Engineering (SUSE), the programme has focused on doctoral training, jointly developed curricula, funded mobility and long-term capacity building. 

Following the launch of Netnocon in 2023, changes were introduced to improve access, including an industry funded scholarship scheme to support researchers and students traditionally under‑represented at global conferences. Netnocon has since become part of a year‑round programme of international engagement rather than a one-off event. 

The impact has been significant. Over 800 staff and students worldwide have now received netnography training, more than 80 scholarships have been awarded across 20 countries and the method has been embedded into doctoral programmes at partner institutions. Chester students have also benefited directly through international teaching exchanges and strengthened industry links. 

Dr Alex Fenton, Associate Dean of International in the Faculty of Science, Business and Enterprise at the University of Chester, said: “The record number of Chester papers and student scholarships at Netnocon 26 shows what can be achieved when international engagement is built on equity and partnership. We are creating clear pathways from local study to global impact for our students and researchers.” 

Robert V. Kozinets, Hufschmid Professor at the University of Southern California, and ANR/Netnocon President, said: “Dr Alex Fenton and his group at the University of Chester have been invaluable to our efforts at the Association for Netnographic Research and Netnocon. Indeed, we wouldn't have got Netnocon off the ground in 2023 without his strong support and organisational skills. He has been a powerful positive force in our community building connections with researchers and industry in China and India, and throughout the world." 

Professor Ross Gambetti, ANR Founder, added: “The University of Chester’s Global Netnography Initiative represents a rigorous and genuinely transformative model of international collaboration. It moves beyond conventional, often asymmetrical partnerships by embedding netnography as a shared methodological framework co-developed across the UK, India and China. The initiative is compelling in its evidence-based design, responsiveness to structural inequities, and measurable impact on doctoral training, curriculum innovation and research capacity-building.”