Thomas P. Novak and Donna L. Hoffman (2018) working paper. Consumers’ interactions with smart objects have a relational nature and extensive research has supported the
Category: Papers
Recent published articles and working papers.
Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach
Donna L Hoffman and Thomas P. Novak (2018), Journal of Consumer Research The consumer Internet of Things (IoT) has the potential to revolutionize consumer experience. Because
Consumer Connectivity in a Complex, Technology-Enabled, and Mobile-Oriented World with Smart Products
Abstract Today’s consumers are immersed in a vast and complex array of networks. Each network features an interconnected mesh of people and firms, and now,
How to Market the Smart Home: Focus on Experience, Not Use Cases
To market the smart home, marketers must focus on communicating the value proposition inherent in experience; current approaches may actually be underselling the smart home.
Visualizing Emergent Identity of Assemblages in the Consumer Internet of Things: A Topological Data Analysis Approach
Abstract The identity of a consumer Internet of Things (IoT) assemblage emerges through a historical process of ongoing interactions among consumers, smart devices, and digital
Let’s Get Closer: Feelings of Connectedness from Using Social Media with Implications for Brand Outcomes
Abstract Despite the fact that social media offers consumers opportunities to connect with each other, little work has focused on how what consumers do on
