Emerging technology dynamically changes the way we consume and build markets.
As such, my research focuses on the impact of emerging technology as it is developed and adopted. Leveraging theories from sociology and philosophy, my research offers insights into the role of technology in value cocreation, identity development, and market system dynamics. Using multiple methods, I investigate phenomena that are timely, theoretically-important, and industry-relevant.
The "Nicosia Award goes to a paper that several reviewers believe has the potential for significant scholarly impact," said Rajiv Vaidyanathan, executive director of ACR and professor of marketing at the University of Minnesota Duluth"
Project | 01
Creating Value in Real Estate
(1st dissertation essay)
Digital technology has significantly impacted modern marketing and consumer experiences. It has become crucial to understand how marketing technology influences value creation within a network. Applying actor-network theory to service-dominant logic, we conduct an inductive study exploring how a technology (i.e., VR-tours) becomes an actor with the potential to cocreate value in the context of the residential real estate market. Data collection includes semi-structured interviews, archival documents, and online comments. What emerged from our analysis is a model of how a technology-actor can participate in a value cocreation network through reliance and diffusion of the technology. The technology’s unexpected value potential influences other actors to renegotiate their roles and practices in the network, creating value destabilization with implications for the larger market.
Under Review: Journal of the Academy of Marketing Science
Co-Authors: Debra A. Laverie, Hans Hansen
Funding: Rawls COB Ph.D. Student Research Grant Award (informant compensation and travel)
Debra A. Laverie, Ph.D.
Chair of Committee
Markus Giesler, Ph.D.
Robert E. McDonald, Ph.D.
Hans Hansen, Ph.D.
Project | 02
Building VR-Content Markets
(2nd dissertation essay)
Commonly, new media technology must expand into multiple verticals to sustain its survival. This study investigates how the virtual reality (VR)-content market emerges and builds. Using extended case method, we follow the early mobilization of VR-content among multiple actors within the market. Findings reveal that different forms of imagination processes among multiple actors drive the creation and growth of the VR-content market. Developers use recreative imagination, envisioning a world beyond their own experience, to create the initial market emergence. Non-firm-actors participate in creative imagination to build the market unexpectedly. Further, I identify potential market futures envisioned by actors’ recreative imagination. This reveals the opportunity for the content and its data derivatives to be used for further market expansion. I argue the existence of both positive and negative implications in the future and demonstrate the need for additional stakeholders to be involved in future market decisions.
Target: Journal of Marketing
Project | 03
Digital Resource Use in Identity Transformation
We explore how technology influences consumers' in purposeful identity transformation, we study how different digital platforms are used for a Minimalist transition. Findings show that this emotional journey is both supported and creates new tensions in their identity transformation.
Target: Journal of Consumer Research
Co-Authors: Kevin Harmon, Tim Kaskela
Funding: J.B. Hoskins Professorship (informant compensation and transcriptions)
Project | 04
VR-Tours as an Innovative Marketing Tool
I have multiple projects researching how VR-tours can be an innovative marketing tool for property promotion. Data sets include MLS data sets (real estate secondary data) from 5 metro-markets in the United States in addition to experimental data exploring the phenomenon in multiple property industries. Early results indicate increased purchase price when using the tool, driven by consumers' perception of innovativeness of the tool.
Target: Journal of Marketing
Co-Authors: Debra A. Laverie, Kerry T. Manis
Funding: Matterport Research Grant (graduate research assistant, research panel, travel)
Anderson, K. C., Knight, D. K., Pookulangara, S., & Josiam, B. (2014). Influence of Hedonic and Utilitarian Motivations on Retailer Loyalty and Purchase Intention: A Facebook Perspective. Journal of Retailing and Consumer Services, 21(5), 773-779.
150 GS citations as of 5.4.2020
Undergraduate Independent Study:
Reynolds, J. S., Sullivan, P., Cours, K. (2003). Family Friendly Entertainment Venues: To Whom are their Web-sites Marketed, e-Review of Tourism Research, 1 (4).
"As an undergraduate student, I was impressed with your intellectual curiosity, knowledge, critical analysis skills, and commitment to excellence. Your talent for consumer behavior research resulted in the (2003) publication..." Dr. Pauline Sullivan, Associate Professor, Tennessee State University