Consumer Engagement in the Digital Era
| dc.contributor.advisor | Beck, Joshua | |
| dc.contributor.author | Tran, Chi | |
| dc.date.accessioned | 2024-01-10T14:22:51Z | |
| dc.date.issued | 2024-01-10 | |
| dc.description.abstract | The past few decades have witnessed massive expansion of technology infrastructure and digital devices. As technological advancement continues to upend many existing social and business norms, it fundamentally changes how we as consumers participate in the marketplace: from the way we communicate and interact with each other and with companies to the way we are exposed to different identities while continuously developing and maintaining our own in the digital age. In this dissertation, I investigate how consumers view and react to minority identities and how we strive to protect our own personal information as we become active members of the digital world. Building on foundational theories in sociology, consumer psychology and marketing strategy and utilizing a multi-method approach (econometrics models, text analysis and experiments), this two-essay dissertation strives to provide insights for market stakeholders (consumers, marketers, policymakers) who are navigating a digitally advanced, increasingly diverse and complex demographic and sociopolitical environment.Essay I (“Shifting Frames: How #MeToo Shaped Consumers’ Movie-Going Decisions”; under review at the Journal of Marketing) capitalizes on a rich data set of top 1500 performing movies from 2010 to 2019 and investigates how consumers perceive and respond to marginalized identities in an increasingly diverse and digitally driven world. Specifically, this first essay investigates how major social justice movements that primarily aim to change the narratives around marginalized identities could spill over to affect many other consumer spending decisions. Essay II (“Feeling Violated: How and When Privacy Violations Produce Commensurate Consumer Responses;” in preparation for 3rd round revision at the Journal of Consumer Research) studies how consumers strive to protect their personal identity and information in the pervasive digital environment. | en_US |
| dc.description.embargo | 2024-07-26 | |
| dc.identifier.uri | https://hdl.handle.net/1794/29217 | |
| dc.language.iso | en_US | |
| dc.publisher | University of Oregon | |
| dc.rights | All Rights Reserved. | |
| dc.subject | engagement | en_US |
| dc.subject | identity | en_US |
| dc.subject | motion picture | en_US |
| dc.subject | privacy | en_US |
| dc.subject | social movements | en_US |
| dc.subject | text analysis | en_US |
| dc.title | Consumer Engagement in the Digital Era | |
| dc.type | Electronic Thesis or Dissertation | |
| thesis.degree.discipline | Department of Marketing | |
| thesis.degree.grantor | University of Oregon | |
| thesis.degree.level | doctoral | |
| thesis.degree.name | Ph.D. |
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