I am an Assistant Professor of Marketing at Radboud University, the Netherlands. I received my PhD in Marketing from The University of Melbourne, Australia in 2020.

Most of my research focuses on how technology products like smartphones, laptops, Wi-Fi routers, smart-assistants, and wearables shape our everyday activities and experiences. In particular, I am trying to better understand: how we can put our tech-products to meaningful uses for longer; how tech-products can shape our relationships with our families; and how tech-products impact upon the lived experiences and wellbeing of older people. My research has been published in the Journal of Marketing, Marketing Theory, Journal of Marketing Management, European Journal of Marketing, and Academy of Marketing Science Review, among other outlets.

Theory-wise, I draw from consumer culture perspectives to understand technology adoption and consumption. I often work with theories of assemblage, Actor-Network Theory, and Object-Oriented Ontology – lenses that help us see the influences of nonhuman entities like technologies, everyday objects, and spaces on consumers, consumption, and markets.

In my current projects, I harness consumer culture lenses to investigate unique behaviours, practices, and social interactions in consumption contexts as diverse as professional wrestling branding, sneaker collecting, and videogaming.