Despite its legal status in several states and Washington D.C. cannabis is still illegal at the federal level in the United States and regardless of its partial-legal status cannabis consumption still has a stigma attached to it. Together with my co-authors, I explore the process of destigmatization in the context of cannabis consumption, particularly in legal markets. <\/p>\n\n\n\n
In recent years, my teaching and research interests have moved towards sustainable marketing and social marketing. I studied ecovillages, whose members live in intentional communities striving to practice and promote sustainable lifestyles. Situated in the margins of mainstream societies, both figuratively and literally, ecovillages pose alternative modes of living and consuming with often utopian undertones.<\/p>\n\n\n\n
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Taking Pinterest, an online image sharing site, as a context of study my research partner Kristen Schiele<\/a> and I look into how consumers collect, organize, and categorize images to present their taste. Based on semi-structured in-depth interviews with female Pinterest users and visual analysis of their Pinterest boards we explore the ways in which people conspicuously consume and present their taste via a social media platform. Our preliminary findings indicate interesting possession rituals of the digital consumers. <\/p>\n\n\n\n In this research, we looked into the concept of storygiving<\/em> as a co-creation tool and provided a strategy guideline for marketing managers by using Tiffany & Co.\u2019s \u201cWhat Makes Love True\u201d online campaign as the main example.<\/p>\n\n\n\n Despite their growing numbers and concomitant increase in buying power, marketers increasingly fall short in their efforts to effectively target the Hispanic segment. By using current and historical analysis of marketing campaigns targeting this group accompanied by interviews with industry experts we propose digital marketing strategy opportunities and future managerial implications.<\/p>\n\n\n\n For my doctoral thesis, I studied the consumption practices of Turkish transmigrants (transnational immigrants) whose lives stretch between Turkey and Denmark. Below are the publications based on this research:<\/p>\n\n\n\n Destigmatization and Legitimization of Cannabis Consumption Despite its legal status in several states and Washington D.C. cannabis is still illegal at the federal level in the United States and regardless of its partial-legal status cannabis consumption still has a stigma … Continue reading \n
Digital Co-Creation: Storygiving<\/strong><\/h1>\n\n\n\n
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Digital Consumers: Hispanics<\/h1>\n\n\n\n
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Immigrant Consumer Research<\/strong><\/h1>\n\n\n\n
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