I conduct research at the intersection of marketing, technology, and consumer psychology. My two main research streams are Internet marketing and customer loyalty. Please use the navigation bar on the left to explore my research activities, or click the titles below to learn more about a specific research area.
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This research stream focuses on the effective and ethical use of the Internet to market firms’ products and services. I am particularly interested in the implications of the unique interactive and social nature of the Internet. My current research projects look at the viral diffusion of information through online social networks and the fundamental changes social media have brought to marketing.
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This research stream deals with an important aspect of a firm’s marketing strategy: the development and maintenance of long-term relationship with its customers. At the present, I am focusing on two issues in this area: (1) the use and effectiveness of loyalty programs as a customer relationship management tool; and (2) attitudinal loyalty and habit as distinct drivers of repeat purchase and how they affect consumers' response to marketing actions. |
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