Emerging technology dynamically changes the way we consume and build markets.
As such, my research focuses on the impact of diverse digital and social media as it is developed and adopted. Leveraging theories from sociology and philosophy, my research offers insights into technology's role in value creation, identity development, and market system dynamics. Using multiple methods, I investigate phenomena that are timely, theoretically-important, and industry-relevant. I am fortunate that my work has been honored with academic awards and covered industry media coverage.
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
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.
Co-Authors: Debra A. Laverie, Hans Hansen
Funding: Rawls COB Ph.D. Student Research Grant Award (informant compensation and travel)
Franco Nicosia ACR Best Paper Award
TTU Rawls News
Debra A. Laverie, Ph.D.
Chair of Committee
Markus Giesler, Ph.D.
Hans Hansen, Ph.D.
Robert E. McDonald, Ph.D.