Research

 

PUBLICATIONS

“Social Media Consumer as Digital Avatar” (2017) in Routledge Handbook on    Consumption edited by Margit Keller, Bente Halkier, Terhi-Anna Wilska, Monica         Truninger. (co-author: Alladi Venkatesh)

 CONFERENCE PRESENTATIONS      

  • Consumer Culture Theory Conference 2018 “Does Network Structure Matter? The Effect of Network Ties and Value Creation Activity on Legitimation” (poster presentation, co-author: Cecilia Ruvalcaba)
  • Consumer Culture Theory Conference 2017 “Consumer Ties in Social Media Networks” (co-author: Alladi Venkatesh)
  • 39th Annual ISMS Marketing Science Conference 2017“Opinion Leadership and New Product Adoption in Social Media” (co-author: Selcan Kara)
  • American Marketing Association (AMA) Winter Marketing Academic Conference 2017 “The Role of Social Media Publics in Customer Experience” (co-author: Dominique Braxton)
  • American Marketing Association (AMA) Winter Marketing Academic Conference 2017 “Consumer Ties in Social Media Networks” (co-author: Alladi Venkatesh)
  • INSNA XXXVI Sunbelt Conference of the International Network for Social Network Analysis 2016 “Consumer Ties in Social Media Networks” (co-author: Alladi Venkatesh)
  • American Marketing Association (AMA) Winter Marketing Academic Conference 2016 “Social Media, Social Networks and Marketing: A Cultural Approach to Strength of Ties” (co-author: Alladi Venkatesh)
  • Consumer Culture Theory Conference, Arkansas-poster Presentation 2015 “Cultural Approach to Tie Strength: Understanding Social Media Communities” (co-author: Alladi Venkatesh)

         

OTHER PRESENTATIONS

  • Southern California Consumer Culture Community (SC4), Chapman University January 2018 “Do Ties Matter?” (co-authors: Alladi Venkatesh and Loraine Lau-Gesk)
  • Research Fest 2017-UC Irvine The Paul Merage School of Business, Irvine, CA      *FIRST PRIZE WINNER
  • UC/USC Marketing Colloquium 2016, University of Southern California, Los Angeles, CA  “Consumer Ties in Social Media Networks” (co-author: Alladi Venkatesh)
  • Research Fest 2016-UC Irvine The Paul Merage School of Business, Irvine, CA       *FIRST PRIZE WINNER
  • Research Fest 2015-UC Irvine The Paul Merage School of Business, Irvine, CA    *THIRD PRIZE WINNER
  • COR (Center for Organizational Research) End of Year Event 2014 Research Poster Presentation University of California, Irvine
  • Research Fest 2013-UC Irvine The Paul Merage School of Business, Irvine, CA