Robert Kozinets
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Robert Kozinets is a professor at the University of Southern California known for his research on social media and marketing. He commented on the growing trend of influencers promoting not only products but also military enlistment through sponsored content.
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Recent news mentions
Robert Kozinets, a professor at the University of Southern California, commented on the established nature of influencer marketing.
US Army uses social media influencers for new recruitment strategyFox News·
United States· 2025-08-23
United States· 2025-08-23
Robert Kozinets, a professor at the University of Southern California, said the content wasn’t so dissimilar to other types of advertising campaigns.
How the US army is using influencers to recruit a new generation: ‘Promise them this idea of stability’ | US militaryThe Guardian·
United Kingdom· 2025-08-18
United Kingdom· 2025-08-18
