Our Main Research Area relates to the new marketing landscapes created by the Interactive Digital Media and its interaction with Consumer Information Processing and Decision Making.

1. Digital and Mobile Consumer
Self-Service Technological applications allow organizations to reach specific consumers and users with a single point concentrated marketing effort supplied by one source also known as Smart Marketing Networks (SMN). This project focuses on measuring consumer’s information evaluations of augmented and digital living and virtual hedonism; and how realism affects processing of information for greater online satisfaction in a collaborative communication environment. Our objective is to identify the intervention of hedonistic attributes like design, interactivity and esthetics in user’s information processing for adoption behavior of technology mediated products and services. Our data is collected by surveys and experiment methods. Current Projects are:

• Satisfaction in Online Communication through Sense of Virtual Community (Chong Guan and Judy Siguaw)
• Use of avatar for expression of Self in virtual environment (with Chong Guan, Judy Siguaw)
• Hedonic Attributes in Self-Service Technological Devices (with Irene Garcia)

2. Marketing in Seamless Environments
Interactive and Digital technologies are enabling marketers to identify trapped marketing values. Users have developed skills for sensing and manipulating their experiences in seamless marketing environment to place value on their experiences. Progressive organizations are employing new sensor based methodologies and no longer formulate their strategies on dominant logic of marketing but focus on how users adopt and manipulate creative spaces to develop their own personalized strategies. Current Projects:

• Consumer perceptions of Ubiquitous And Pervasive self-service devices (with Ge Zhu, Pau and Irene Garcia)
• Prosumers and Digital Health usage (with Avinandan Mukherjee)
• Skepticism and Information overload

3. Marketing and Mixed Reality
End-users are constantly searching for higher usability and utility to enhance their purchase experiences. Digital convergence has made marketing become more user centric than before. This research focuses on marketing in physical and virtual reality combination. We explore issues relating to users decision making in mixed reality environment for instance how can a shopper’s affective experience be enhanced through using wearable devices? Or can smart homes allow mixed reality and virtual reality at one source and, without visiting say, the shopping malls. Current projects employing Case study methods:

• Applied projects on smart homes

4. Collaborative Communications and Personal Media
The marketing communications landscape has changed by the personal media applications. These landscapes have created platforms for collaborative communication and have modified marketing functions and processes. Central to this applied research is to develop an understanding of how marketers can engage in more effective dialogue with multiple users in collaborative and multiuser marketing environment for advertising and communication value. Current topics include:

• Marketing and Personal Media: eMarketing Campaign in multiuser social environment of Face Book