ºÚÁÏÍø

I study how emerging socio- and techno-cultural dynamics shape consumer experiences, identity practices, and marketplace relationships. My research centers on two emerging marketing topics: (1) marketplace inclusion and (2) AI in marketing. My first research stream on marketplace inclusion explores the relational aspects of consumption, including gendered experiences, family dynamics, and identity negotiations. In the second, I explore how consumers interact with algorithmic recommendation systems and how AI reshapes marketing practice. I use ethnography and qualitative research as my primary methodologies.